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Fiction led a full rebrand of Culture Shock Kombucha, developing a new brand identity and packaging system that aligned with the founders’ renewed vision for the company. The rebrand marked a pivotal moment as the client sought to retool their product, story, and presence in the market to better reflect their evolving ambitions and connect with a broader audience.
Culture Shock Kombucha hit the scene with a mission: shake up the kombucha aisle and build a brand as bold as their brew. Based in Seattle and using only organic whole fruits—no fake flavors, no shortcuts—they needed an identity that could scale fast, break through visual clutter in the beverage aisle, and own their difference. The challenge? Stand out in a saturated market and signal quality with swagger. Our job: turn their values into a brand that demands attention.
The new identity and packaging gave Culture Shock Kombucha instant shelf presence and sparked overwhelmingly positive customer feedback. In the first month post-launch, sales doubled at existing retail accounts, and wholesale revenue grew by 109% within the year. The rebrand helped secure new distributors, eliminate start-up debt, and fund expanded brewing capacity. With stronger in-store brand presence and higher close rates than competitors, Culture Shock is now launching a hard kombucha line—proof the rebrand didn’t just update their look, it fueled real business growth.
The client emphasized transparency, highlighting the locally sourced PNW organic fruits in each can—rather than just naming the flavor. The vibrant patterns and colors on the cans are inspired by the actual fruit used, creating a visual link to the product’s authentic ingredients. With Seattle’s rich history of cultural movements shaping its identity, the brand sought to capture that same spirit in its design, reflecting the region’s creativity and values.
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