Le Gang des Levures, monstrously delicious Hard Kombucha!
When AI supercharges creativity in the beverage and spirits industry
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Challenge & Objective
Faced with the growing popularity of low-alcohol drinks, Quebec craft brewery Le Gang des Levures has decided to go against the grain by launching a range of offbeat hard kombuchas. Kombucha is already a hit with digestive health-conscious consumers, and Generation Z is a big fan of functional drinks and craft spirits.
Objective: create an evolving, organic and fun beverage brand that resonates with a GenZ audience by borrowing the codes of the craft beer segment.
Expertise
Brand Exorcism
- Naming Strategy
- Positioning
Brand Expression
- 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 like «Le Gluant Fushia» or «L'Éclaboussant Bleu» evoke the manga/BD universe and encourage people to choose their drink according to their mood.
With this quirky 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. The craft brewery hopes to conquer the fast-growing hard kombucha segment in Quebec.
Creative process
The creative process involved :
- Image generation via Midjourney by 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.
