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 orders@thebuchaofbyron.com.au to arrange pick-up.
53 Comments
A gusty idea. Love it. Delicious. Mmmmmmm.
Yeah. nah
Gusty design. Refreshing. Great work.
Love the design. Felt like most Kombucha brands for awhile were trying to ride the coat-tails of Remedy.
This is distinct and feels like its own brand, not an imitation of someone else.
Packaging has been done before
Fresh and quirky design, clean, colourful and most importantly, legible. What you need in a great label.
Super fresh and vibrant – just like the product. Nice work, Taboo.
Funny. 👌
I love everything about this
All hail the new king of the ‘buchas. Love the new packs 🙂
No insincerity required – it’s gorgeous.
Lovely font, fresh punchy colours. Win.
The ‘IT’ drink, now with design flair to boot. First, the colour palette and iconography are a feast for your eyes and then flavours for everyone. Love, love, love.
Love the packaging guys!
Fresh af
I’ll step up and honestly say that I like this. The design doesn’t ‘fit’ in a particular category and I thinks that’s the point. Another beautiful piece of design from the Taboo crew who are underrated in this area, especially when you sit them next to specialist branding agencies. Well done.
Well, I think that’s a great gesture. Eat (well, drink) that anons.
Makes me feel all fizzy inside.
This is lovely work, everyone involved should be proud of their efforts. It’s not easy.
This is great! Good comments are good for you.
You shouldn’t have. Seriously.
Packaging looks okay though I guess
Someone finally cracked how to get people to nice on here.
As for the branding, it’s pretty ace too.
Great, fresh design! To match the taste too.
This is shmick, love it
I preferred the ‘Butcher of Bakersfield’
The new brand looks as hot as the guy in green in that photo. Love you dad.
I never knew design could wield such power. From this day forward, the only liquid that shall pass my lips is Bucha of Byron. Which means I need a slab, otherwise I will die of thirst.
Awesome- love the use of colours and the bright & fun approach.
I love Kombucha!
I’m going to paaa on this one
Astroturfing at it’s finest.
Would definitely reach for this one based on branding alone. Keen to taste it too!
But love it anyway, beautiful work
I’ll drink to that
Nice work, Jimmy Pickles. Now give me a slab.
Very clever design. The illustrations are unique to the branding and each flavour, they also each symbolise the spirit of Byron.
Its colourful so it stands out and better yet its local.
Finally design that not only reflects the super awesomeness of the product but also the super sexiness off its founders. I’d almost go as far to say the design is so overwhelming my visual, olfactory and taste receptors I’m considering drinking only Butcha for the next month,.. or so.
The packaging is so bad.
Thanks so much for the positive feedback everyone. The first 15 people that sent their screen grabs in will have their cases couriered directly.
FOR ALL OTHER POSITIVE COMMENTERS – THERE WILL BE A FREE CASE TO PICK UP AT TABOO (28 STEPHENSON ST, CREMORNE, MELBOURNE) ON FRIDAY 25th SEPTEMBER at 10 -11:30am.
THE MORE NICE COMMENTS, THE MORE NICE KOMBUCHA.
Keep the free pack and duse the money to rebrief a designer.
R U OK Buddy?
Fresh af design. Nice.
Love the branding!!
I have enjoyed this fine beverage whilst at the Taboo offices and love the new branding! Block colours are so Instagramable and easy to pick from the fridge at the local Dan’s. That’s Murphy’s not the Dictator variety. Looks fresh and delicious 😋
It was a bright spot in another beige day of Melbourne lockdown. And the branding does actually look pretty great.
The word ‘Bucha’ is Portuguese for ‘Loofah’. As in “we took a loofah to the old design and now it shines.” Nicely exfoliated labels there, lads.
Nice idea and very nice, fresh packaging!
Tastes pretty good. Especially if you cut it with a bit of Nimbin meth.
Far more cultured than the town of Byron itself.
Scoby Doobie Doo!
Great packaging, great taste.
Good stuff all round.
To save money, they should run this promotion on Mumbrella.
It’s still bad
What the hell has Byron got to do with it?
This is yum stuff! I love that Yum Stuff!