Designed by: Jackie Kao
Health-Ade was founded in 2012 by a husband, a wife and best friend in a true farmer’s market start-up story. With a small credit card and a big dream, they set out to make the best-tasting, highest quality kombucha and soon became the fastest-selling kombucha in America.
Today, Health-Ade has evolved into champions of gut health. They stand for your right to define what health and happiness means to you. They believe that when you follow your gut, you discover your best self and unlock the healthiest, happiest you.
Growth for both the kombucha category and Health-Ade has plateaued for 6+ months. As a result, Health-Ade has identified strategic pillars and new opportunities for a brand and communication messaging refresh to help reinforce credibility as trusted experts in gut health, bring new audiences into the category, and continue to excite their current fanbase.
Health-Ade’s internal design team collaborated with Sister Studio to build a cohesive foundation for supporting brand identity, product positioning, and future campaigns. We revamped the brand identity to breathe new meaning into the brand rally cry, “Follow Your Gut!” Through a distinctive “gut-first” perspective, movement direction, styling, audio, and storytelling, we’ve brought the inside – out! Our internal team has implemented this revived system across advertising, marketing, social channels, signage, packaging, point of sale, and merchandise—creating a cohesive story at every touchpoint.
We simultaneously worked with Zero on an updated direct-to-consumer site that allows customers to dive, gut first, into a world of digestible gut health education. I created a color and graphic system for Health-Ade’s four distinctive product lines that translated across the hero/above the fold banners on each individual product page. And the teamwork doesn’t stop there! We also enlisted motion graphics support from Mummu, where I art directed dynamic walking cycles and other personality-driven animations for the fruit characters (illustrated by Steve Gavan).