# Brand Awareness-Boosting Campaigns RISE Enters the US Kombucha Market with a Stronger Identity By Kalin Ned | Published 2019-09-03 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/kombucha-market References: [behance.net](https://www.behance.net/gallery/83876619/RISE-KOMBUCHA) & [tux.co](https://tux.co/) Canadian company [RISE](https://www.trendhunter.com/trends/rise-dispensaries) was gearing up to enter the US kombucha market, however, the brand realized that it needed to strengthen its identity and place focus on a design-friendly, unified and attention-captivating presence. For this, it employed the services of Montreal-based company TUX Creative Co. Although RISE has proven to be the #1 beverage in the kombucha market in Canada, American integration proved to be difficult as the business landscape there is already saturated. In order to make its way through, TUX Creative Co. facilitates a colorful campaign that positions RISE Kombucha as an accessible beverage that “transcends the category [of educating consumers]” and instead connects RISE flavors to consumer moods — much like [Spotify](https://www.trendhunter.com/trends/coolberg). ## Trend Insights (Trend Hunter) - Score: 3.3/10 - Popularity: 44% | Activity: 48% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [New Ventures](https://www.trendhunter.com/newventures) ## Key Themes ### What's Driving This Trend - **Design-friendly Branding:** Opportunity for companies to strengthen their identity through attention-captivating design and a unified presence. - **Consumer Mood Connection:** Opportunity to position products as more than just a drink, but as a way to enhance and match consumer moods. - **Category Transcendence:** Opportunity to move beyond educating consumers about a product and instead creating a brand experience that transcends traditional categories. ### Who This Affects Most - **Beverage:** Disruptive innovation opportunity for beverage companies to create a stronger brand by connecting their products to consumer moods. - **Design:** Opportunity for design agencies to help companies strengthen their brand identity through attention-captivating design and a unified presence. - **Marketing:** Opportunity for marketers to explore strategies that go beyond traditional product education and focus on creating a brand experience that transcends categories. ## Related on Trend Hunter - [Refreshing Cannabis Brand Identities](https://www.trendhunter.com/trends/rise-dispensaries.md) - [Midwest Kombucha Rebranding Initiatives](https://www.trendhunter.com/trends/island-city-kombucha.md) - [Gut-Friendly Kombucha Campaigns](https://www.trendhunter.com/trends/thrill-your-gut.md) - [Luminous Beverages Branding](https://www.trendhunter.com/trends/Rithms-Enlite.md) - [Premium Clean-Cut Drink Branding](https://www.trendhunter.com/trends/sparkling-ice-branding-refresh.md) - [Gen Z Bubble Tea Branding](https://www.trendhunter.com/trends/joyba-1.md) - [Brand Packaging Updates](https://www.trendhunter.com/trends/coconut-water-brand-coco5.md) - [Expanded Kombucha Brands](https://www.trendhunter.com/trends/better-booch-kombucha.md) - [Island-Inspired Beverage Campaigns](https://www.trendhunter.com/trends/liquid-aloha.md)