PROJECT

Circle

CREATIVE BRIEF

Circle (formerly Circle City Kombucha) is a better-for-you beverage company that operates in the Midwest selling fermented tea drinks. As their reach expanded beyond the Circle City and they planned diversify their product line beyond just kombucha, it became evident that the original name and brand could be a limiting factor to the company’s growth. A move to cans, a move beyond the Circle City, and a move beyond kombucha all pointed to the same opportunity–to rethink the brand.

DESIGN STRATEGY

The brand that emerged from conversations and close collaboration is friendly and inviting, full of personality, and broadly speaks to the company values of Finding Balance and Feeling Good. The minimal approach to design reflects the minimal approach the Circle has to unnecessary ingredients in their products while still attaining maximal health benefits and flavor. We very intentionally positioned Circle in space they could own strategically, visually, and regionally.