Saint + Sinner Kombucha
CONSULTING/STRATEGY/PACKAGING/DESIGN
SAINT + SINNER IS A FMGC BRAND BY AUSTRALIAN FERMENTED BEVERAGES PTY LTD. HANDCRAFTED ON THE EAST COAST OF AUSTRALIA, SAINT + SINNER KOMBUCHA CONTAINS ONLY 77 CALORIES PER SERVE, IS GLUTEN FREE, ORGANIC, VEGAN AND PROMISES “GOOD TIMES WITHOUT THE GUILT”.
We were engaged by Australian Fermented Beverages to consult on branding, label and web design. We helped guide the team as they brought the brand to market, as well as design a range of POS packaging, marketing materials and events collateral for launch. We consulted and provided guidance to the team on strategy whilst creating messaging for rollout of marketing campaigns and events.
Through launch we assisted with website updates and design for a range of channels — both print, and online including billboard advertising, print magazine advertisements, social media and motion/digital graphics for display in venues promoting Saint + Sinner as a deliciously balanced alternative to your regular wine, beer or spirits.
CHALLENGE
In the alcoholic beverage industry, products are differentiated by ingredients, production methods, flavours, and brand. This differentiation enables brands to cater to specific consumer preferences and establish a distinct value proposition.
Our challenge as a team — to differentiate Saint + Sinner Alcoholic Kombucha as a hard (alcoholic) kombucha, and find its place in the market amongst beer, wine and other alcoholic mixers whilst standing out from other new market player — hard seltzer.
Maintaining brand consistency across various channels (both online and print) in a sophisticated manner, became especially important to the highly conscious consumer demographic identified.
Goal
To establish the brand in the local alcoholic beverages market, build community and brand recognition/recall and ultimately get on the shelves of retailers.
To create variation and interest while maintaining brand consistency across various channels and platforms (both online and print).
Result
Saint + Sinner’s branding communicates key concepts and stands out on shelf due to its vivid use of colour and graphics. Key messaging plays on the concepts of taste, individuality and balance.
Saint + Sinner kombucha has grown a loyal following and is now available online as well as on the shelves of hundreds of retail stores, including large player Dan Murphy’s.
