Concept work for Chomp Kombucha. I wanted to focus on the drink's least favorable characteristics and turn them into the strength of this brand concept, particularly the sharp tangy taste that consumers tend to look on. I found that consumers would often mention the drink having a distinct sharpness and so this became the foundation of the concept. Inspired by the consumer’s experience of drinking kombucha, Chomp Kombucha was born: a name and identity that leans into the drink’s edge rather than softening it.