WHICH BU ARE YOU?
The Bu Kombucha
Building the Bu brand online.
First introduced to U.S. markets in 2013, kombucha is a probiotic fermented tea beverage that offers tremendous health benefits. The drink has seen >25% sales growth every year since then, and is expected to continue gaining market share through 2020 and beyond.
The Bu Kombucha has adeptly positioned themselves as a probiotic functional beverage that perfectly balances taste and benefit – without sacrificing either. We partnered with them to build an online presence that would leverage the existing brand and reinforce the product’s benefits and company values.
Website Design and Development
I started with a project with an existing style guide and logo, both which had helped Bu establish the brand and build a growing fan base. We knew that we wanted to build on this identity in a way that conveyed the purpose and evoked emotion.
My team and I accomplished this primarily through a highly-curated photographic and visual style that perfectly embodies the products. The new site tells the story of a healthy, young, active lifestyles, visually reinforcing that this is not a sports drink, but it does offer distinct health benefits. We chose natural, vibrant settings to convey the organic nature of the products.
The Bu’s pallet is informed by the flavors of the beverages they offer. As a result, the palette is bold and striking, befitting a product that represents vitality and health. Each flavor uses a unique gradient, which serves to soften the palette a bit.
The Bu leverages bold and distinct typography in all mediums. The typography on the website was an extension was consistent with other brand channels.