BROOKLYN BOOCHA
THE ASK:
Brooklyn Boocha is a niche, CBD infused kombucha beverage. The brand and product are owned by a well known Greenpoint restaurateur and entrepreneur. Their branding and packaging project needed to incorporate the ever changing hemp laws. The “CBD” had to be somewhat downplayed but also remain a major visual element. The drink itself was hand crafted and made with high quality ingredients. The packaging would need to have a sexy and luxe esthetic appealing to the choosy adult customer.
THE PROCESS:
The combined identity and packaging project needed to be completed in 1 month. Thus, Chana designed the logo and label jointly, presenting combinations for their possible pairings. The concept of opposing facing ‘B’s’ remained integral to the design. It was a clean, direct and a classic design choice. It provided a wonderful opportunity to highlight the double ‘B’s’ of the brand name while surrounding them with a somewhat hidden ‘C’ & ‘D’, spelling ‘CBD’.
Chana illustrated the bottle design concepts, envisioning the artistic and upscale styling of paint blobs as abstract fruit. She then knocked out a color palette and additional print collateral designs to fulfill the branding campaign. After creating the logo, print collateral, and bottling concept, the actual bottle and label art design were tackled.
THE OUTCOME:
The double B’s in the Brooklyn Boocha name offered a perfect opportunity for creating a simple and effective design. The opposing facing ‘B’s’ coupled with the surrounding ‘C’ and ‘D’ gave the design a playful, psychedelic, and subversive effect, as if the CBD is causing the B’s to flower and enhance the drink’s overall experience; aligning perfectly with the actual affects of CBD! The technique of engaging a viewer’s mind with the visual puzzle of finding the ‘C’ and the ‘D’ was used to create brand longevity by creating a deeper engagement and appreciation for the product. It also served the double purpose of keeping the “CBD” from being too visually obvious.
The colors were symbolic as well, fashioned after the late 60’s TV era. They were used to bring to light the gentle visual effects of CBD and nod to the history of its hemp ingredient. The bottle and label designs had a retro, boutique feel using a glass flip-top bottle, and contrasting textures of matte and foil. Finally incorporating the brand colors into the QR code married function to the brand style.
Chana created taglines, wrote copy, used traditional and digital illustration, created concepts from ideation, and worked with printers to build a strong campaign and ultimately bring the Brooklyn Boocha brand to life.
