In 2018, with their eyes set on becoming a national brand, Trey & Ashleigh partnered with Farm Design for a brand and packaging refresh that would break away from the yogi-centric aesthetic dominating the kombucha and functional beverage space. Through strategy-led exploration and ingredient-driven inspiration, I led the creative development of a minimal yet charismatic identity system. Bright, California-inspired colors, approachable illustrations, and a playful wordmark helped propel the brand from local favorite to category standout—eventually securing $2.5M in seed funding and landing on “fastest-growing DTC” brand lists. (Original Brand Refresh - Created at Farm Design)
Five years later, once operating independently as a full-time freelance creative, I was invited back to evolve the brand once again. The objective: modernize the system while honoring its original spirit. We refined the identity with a newly drawn wordmark (after widespread imitation diluted the original), updated brand and flavor color palettes, refreshed art direction, and a new suite of custom illustrations. The result was an elevated and organic-leaning evolution—recognizable to loyal fans yet refined for the brand’s next phase of growth as they expand their beverage options as Future Beverage Group.
Responsibility:
└ Creative Direction
└ Creative Strategy
└ Brand Identity
└ Packaging
└ Collateral
└ Illustration
└ Image Research
└ Art Direction
Collaborators:
└ Marleigh Culver
└ Zachary Wieland
Better Booch Team:
└ Ashleigh Lockerbie
└ Trey Lockerbie
└ Rachael Dewey