WHAT MATTERED
TO STAND OUT, IT WASN'T ENOUGH TO LOOK DIFFERENT.
WE HAD TO MAKE A DIFFERENT KOMBUCHA.
Spain
CAPABILITIES
Brand Strategy / Positioning / Product Innovation / Visual Identity / Packaging / Creative Direction /
-------WHAT WAS GOING ON
Isla Kombucha was born in Mallorca in a fast-growing category, where new brands, flavours and propositions were constantly emerging.
In a market where many kombuchas shared similar health and functional codes, the challenge was to build a brand with a distinctive and recognisable character.
-------------WHAT WE SAW
Differentiation could go beyond identity and become a way of thinking about the product.
Mallorca and the Mediterranean could give Isla a territory of its own: from how the brand looked and behaved to the ingredients used to create its kombuchas.
---------WHAT WE CHANGED
We built ISLA's identity around Mediterranean values: nature, wellbeing, sustainability and social life, reinterpreted through a contemporary lens to differentiate the brand and open up new consumption occasions.
The same thinking guided product innovation, with recipes based on local ingredients and the substitution of tea with olive, fig or almond leaves, among others, to create a genuinely Mediterranean kombucha.
-----------WHAT HAPPENED
Isla turned its origins into more than a brand story: they became a criterion for creating distinctive products in a category that demands constant novelty.
Its Mediterranean Bougainvillea Kombucha won a gold medal at the World Kombucha Awards, while its Olive Leaf Kombucha received the Best Innovation & Sustainability award at the same competition. Proof that there was still room to innovate in a drink with more than 2,000 years of history.