Designers: Charmaine Sah and Vimarsh Bhatt
Photographer: Charvi Shrimali
Project Type: Produced
Product Launch Location: India
Packaging Contents: Kombucha
Packaging Substrate / Materials: Glass Bottle
Printing Process: Digital Printing
In a town synonymous with dreams, Khamir&Co. is writing its own little story. Khamir&Co.’s product basket revolves around fermented superfoods; Kombucha being their first product to sparkle your day towards a healthy gut story. The labels and packaging of the brand’s Kombucha are sensitively designed and crafted to unleash the freshness of flavors, premium outlook of the brand and generate a leisurely, relaxed vibe, parallel to their brewed non-alcoholic drink. The brand’s positioning being close to nature enabled the bottle label to wear a hexagonal story, with a touch of maturity, thereby appealing to their audience set comprising of modern women and sensitive men. The visual appearance and communication of the packaging brings out authentic goodness and a gentlemanly wit. The packaging is designed with an intention to make Kombucha a symbol and possibly a beacon of new conversations on a gender-neutral societal construct, i.e. the ‘new kulture’ which the brand is brewing.
The decision-making on creating an unconventional shape of the label proved to add a character to the bottle. Instructions of ‘Don’t Shake’ with a relatable illustration in response to the current times on the bottle cap along with the overhangs consisting of the brand logo, made the bottle and packaging a piece of interaction. Due to the pandemic, the brand’s consumer purchase decision lacked tactility. However, personalized and conversational communication with conscious buyers has made the eventual online purchase impactful and builds connection directly with gentility. The zero plastic approach of the packaging has been appreciated by the audience.