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Brewhaha has launched in the alcoholic kombucha space with a playful packaging design by drinks design specialist Denomination.

The new Melbourne-based kombucha brand packages its product in brown beer bottles and features labels with distinct personalities for each of the variants in the range, including the Bearded Gymnast, Dear Leader and Mad Magician.

Denomination responded to the brief with an overall playful design and copywriting, tapping into the ‘odd’ nature of kombucha, which is brewed with a live yeast culture known as ‘mother’.

“Denomination has cleverly leveraged the perceived benefits of kombucha while tailoring the product to compete with other refreshing alcoholic beverage choices. We wanted to come across as an adventurous new brand, and Denomination has more than delivered.”

“We wanted to create upheaval in the sector, disrupting, changing the game and shaking up the world of alcoholic drinks that are better for you,” said Brewhaha PR manager Emma Day.

Denomination CEO Rowena Curlewis said kombucha typically focuses solely on the healthy and organic in terms of design cues.

“So we moved it into the craft beer space to signal its alcoholic content to consumers and set it art from its softer sister,” she said.

“As a drinks specialist, we have an innate understanding of design cues across beer, wine, cider and spirits and so have been able to apply this knowledge strategically and creatively. Bravery in design, variant naming and copywriting have also worked to create a category-defining brand.”

Brewhaha will begin rolling out across Australia and is available in three flavours: Cucumber & Lime, Green Apple & Hemp and Pear & Sour Cherry. The range will be priced at approximately AUS$9.50 per 330ml bottle.

Food & Drink Business

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