Started in 2018, Umami Brew is a Pune based Kombucha brand.
Having served local markets of Pune and Mumbai for over 3 years, they were looking to scale the business by introducing new brewing equipment and processes. This would help the product sustain a better shelf life with minimum compromise on taste and benefit; thus opening up new markets across India and abroad.
Junglegym was brought in to strategically position the brand and design a visual identity and packaging system for this new chapter in Umami Brew's journey.
Before
After
The fifth taste.
The re-brand takes inspiration from the brand name. The last taste perception to be discovered, Umami – is ironically often described as an indescribable flavour. With the product sharing this characteristic, the entire brand and it’s visual assets were woven around the idea of “the indescribable”.
A library of abstract paint brush strokes was developed for various applications like Packaging, BTL Marketing Communication and Social Media.
TITLES
Chivo - Regular All Caps
SUB TITLES
Chivo - Bold
BODY COPY
Chivo - Regular
ACCENT FONT
Portrait Script Bounce-Bold 2.5˚tilt
“After the rebranding, the hurdle of getting our foot in the door with restaurants was taken care of. As soon as they (B2B clients) saw the bottle and the branding it made selling so much easier. Our new look has definitely pushed conversions.” - Cyriac Thomas Founder, Umami Brew
CREDITS Creative Direction: Nikhil More Design Lead: Divya Pepalla Illustrations & Design: Smit Khond Design: Pranav Nawar Design: Sushruta Sarkar Copy: Sanath Valladares Brand Rollout Film: Naina Panemanglor Photography: Kaustubh Khare, Manthan Naik Production: GoToCo Special thanks to Cyriac Thomas
SCOPE OF WORK Brand Strategy Brand Identity (Re-brand) Brand Collaterals Packaging Design Brand Rollout
