Le Gang des Levures, monstrously delicious Hard Kombucha!
When AI supercharges creativity in the beverage and spirits industry
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Challenge & Objective
With the growing popularity of low-alcohol beverages, the craft brewery Quebecoise Le Gang des Levures has decided to take the opposite approach by launching a range of offbeat hard kombuchas. Kombucha is already a hit with health-conscious consumers. health and the Generation Z functional beverages and the latest spirits crafts.
Objective: create a drink brand evolving, organic and fun that resonates with a GenZ audience by borrowing the codes of the craft beer segment.
Expertise
- Naming Strategy
- Positioning
Expression of brand
- Brand Identity system
- Design system
- Packaging Design
- Art Direction
- Prompt Engineering
Concept
With its funky new range of colorful hard kombuchas, Le Gang des Levures aims to appeal to this young target looking for Instagrammable, original products.
Each can features a different «yeast monster» with a unique name and personality, reflecting the playfulness appreciated by gen Z. Facetious names such as «Le Gluant Fushia» and «L'Éclaboussant Bleu» evoke the manga/BD universe, and encourage people to choose their own. drink depending on your mood.
With this offbeat range, its slogan «Choose your monster!» and its provocative tone, Le Gang des Levures is positioning itself as a funky alternative to the dominant beers/ciders. Visit brasserie artisanal kombuchas, hopes to conquer the fast-growing hard kombucha segment in Quebec.
Creative process
The creative process involved :
- Image generation via Midjourney refining prompts to obtain yeast monsters.
- Visual upscaling for better image definition.
- Playful naming of beverages and brand.
- The choice of fun, organic typography with the typo FORM from Harry Wright.
- Creation of can labels and 3D renderings.
- Development of a design system using generative art code to animate typography.
