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What’s the best way to inform consumers about a new beverage
variety they’ve never heard of or tasted? Should you build an iden-
tity that describes in detail in its name and packaging the product’s
taste and benefits? Or is it better to only allude to these qualities
through type and design, then offer no additional clues at all?
In the case of Kombucha Wonder Drink, the latter approach held
sway. Sandstrom Design, working with the creator of the bever-
age, an experienced tea purveyor and bottler in Portland, Oregon,
chose to leave a new drink product almost entirely unexplained in
its identity and marketing. Then, they reasoned, curious con-
sumers ...