OG Kombucha - Building brand identity from insights

We started by speaking to consumers. Through surveys and one-on-one conversations, we tried to understand not just whether people drank kombucha, but what they really thought about it, why they picked it up, what stopped them from buying it more often, and where it fitted into their lives. And that research actually changed our thinking. We had initially considered building the brand around calm + focus as a functional benefit. But consumers simply weren’t making that connection with kombucha. W