Kombucha boasting apothecary-style branding emphasizes healthful values
Trend - Taking cues from the worlds of health and beauty, a number of new kombucha brands are choosing to emphasize the medicinal properties of the drink with apothecary-style bottle designs that communicate a view to wellness that borders on scientific precision. This evolution highlights the continued importance of packaging when it comes to communicating core brand values and the effectiveness of apothecary branding in particular when looking to emphasize the healthful benefits of a product.
Insight - This trend speaks to the fact that while consumers once viewed ancient or holistic remedies as unreliable in comparison to modern medicine, the current zeitgeist legitimizes many of these practices and makes room for holistic remedies to exist alongside modern medicine. By marrying the two, these offerings appeal to both sensibilities for consumers looking to use their diet to accelerate their wellness goals. As consumers continue to prioritize their wellness goals, they seek out convenient and reliable solutions to supercharge their sense of health.
Insight - This trend speaks to the fact that while consumers once viewed ancient or holistic remedies as unreliable in comparison to modern medicine, the current zeitgeist legitimizes many of these practices and makes room for holistic remedies to exist alongside modern medicine. By marrying the two, these offerings appeal to both sensibilities for consumers looking to use their diet to accelerate their wellness goals. As consumers continue to prioritize their wellness goals, they seek out convenient and reliable solutions to supercharge their sense of health.
Workshop Question - What elements of medicinal inspired branding can your brand look to in order to better communicate the values your product champions with scientific-like precision?
Trend Themes
1. Holistic Remedies - The current zeitgeist legitimizes many holistic remedies, offering opportunities to create products that marry traditional remedies with modern medicine.
2. Artful Packaging - Kombucha brands are exploring apothecary-style packaging and minimalist branding, creating opportunities for businesses to differentiate their products from competitors with visually appealing packaging.
3. Limited Editions - Brands introducing limited edition kombucha flavors made with unique ingredients can create buzz and cultivate product exclusivity.
Industry Implications
1. Beverage Industry - Kombucha's increasing popularity demonstrates opportunities for innovation and expansion within the beverage industry, particularly for those who explore unique flavor combinations and artful packaging.
2. Health and Wellness Industry - The continued emphasis on the health benefits of kombucha makes it a prime product for companies operating within the health and wellness industry to incorporate into their offerings.
3. Small Business Industry - Kombucha breweries, bars, and cafes provide opportunities for small business owners to create unique experiences around kombucha while also supporting local farmers and businesses.
