CB Exclusive: ‘Bucha of Byron’ kombucha gives away free case for every positive comment on CB about its new packaging via TABOO – PICK UP TODAY
REMINDER: The Bucha of Byron is giving away FREE cases to celebrate their new brand refresh, which proved to be surprisingly popular here on CB. If you’d like a free case, please swing by the TABOO office at 28 Stephenson Street Cremorne in Melbourne between 10am-11:30am this Friday 25th September. Collection will be Covid-friendly, simply enter the car park, select a flavour, tell us how much you like our new packaging and collect – all without leaving your car. Up to 40 cases available.
Byron Bay based kombucha The Bucha of Byron has undergone a significant packaging and brand refresh in time for summer, developed in conjunction with Melbourne indie agency, TABOO.
To celebrate its arrival, the brand is offering a FREE case for anyone who makes a positive comment (sincere or otherwise) here on Campaign Brief.
Created at the genesis of the commercial kombucha boom in Australia in 2015, ‘The Bucha’ has significantly grown its national presence and is stocked in the fridges of iconic venues such as The Beach Hotel, The Espy, Garden State, Three Blue Ducks as well as some of the country’s most supportive ad agencies.
The probiotic-filled brew was originally positioned as a craft offering and beer substitute. However, as the kombucha category developed, it became clear that the bigger opportunity for the drink was in convenience channels among younger drinkers.
TABOO’s approach to the rebrand was to broaden the appeal of the range, making it reflect the category drivers of ‘freshness and vitality’, increasing the appeal with females specifically and develop an ownable aesthetic that represents the provenance of Byron Bay.
Says Cam Macfarlane, managing director: “We’re really happy with the refreshed look, mainly because it reflects what ‘The Bucha’ is about today and how its evolved. It’s a much more vibrant aesthetic that speaks to its origins but also sits really well with new audiences beyond those just looking for a beer replacement.”
The rebrand includes a fresh new logomark and a suite of bespoke illustrations depicting key ingredients and symbols that reference the rich surf culture and coastal lifestyle of Byron Bay. Each pack design is amplified by a fresh, punchy colour palette to deliver flavour cues.
The business was founded by TABOO’s partner and strategy director James Mackinnon (below right) and former CUB marketing execs Cam Macfarlane (middle) and Paul Tansley (left). The three became friends while working on famous beer campaigns during the 2000’s, including Corona’s From Where You’d Rather Be, Carlton’s Made From Beer and Stay A Little Longer. Stone and Wood are also part-owners in the business.
Terms and conditions: backhanded compliments will not be rewarded. Please send a screengrab of your glowing review to firstname.lastname@example.org to arrange pick-up.