Create

Creativity has communicated complex ideas for centuries.
 
When used in a strategic and calculated manner, it builds the basis of a strong brand – one that is clear and consistent. It pulls your organization up from a crowd of competition, giving it a platform from which to be heard. Once above the noise it is easier to communicate your organization’s goals, products or services and connect to your audience on an emotional level.

Logos

Luna Kombucha

What we did: Indentity, Design

How a new kombucha company is breaking the mold with a fresh (moon) face.


Challenge 

The inspired entrepreneur behind Luna Kombucha knew exactly what he wanted to do with his new company: brew a lighter, more refreshing kombucha here in Columbus, using local, high-quality ingredients that progressive eateries would be proud to sell. What he didn’t want to do was look small-time, as smany of even the best-managed startup operations at first do. He’d earned full licensing for his product and company, and wanted his commitment to professionalism and quality to shine through.

 
Solution 

Fulcrum Creatives surveyed the competitive landscape, noting that many kombucha companies aspired to a similar image: Eastern-esque and earthy. Instead of rehashing the same image consumers had come to connect kombucha with, we grounded Luna’s visual identity in what inspired the company—and what the company could own. Luna’s logo and name are reminiscent of the moon, a symbol of balance: day and night, mind and body. And balance, along with other health benefits, is what Luna Kombucha aims to promote that many other teas don’t. 

 
Impact

 Luna’s unique identity is now the star of a long list of branded packaging materials, from bottle tags to labels, as well as the company’s soon-to-be launched website and promotional communications. Stacked against its competitors, Luna’s identity not only stands out, but also strikes a memorable balance between everything kombucha has become known for—earthy, healthy, alternative—and the specific things Luna wants to be known for, like the connection of mind, body, and spirit.

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