Kombucha is a fermented tea beverage. Its history dates back 2000 years to East Asia. Since the drink has many health benefits Shaman’s Secret’s Kombucha packaging had a medical flair. But, through candid conversations with the client and vigorous research we offered a different approach. We positioned kombucha as a healthy alternative to fizzy drinks and designed its packaging as modern, lively and cool. Thus, positioning it not as a remedy, but as a soft drink to be consumed any time of the day. The change was very well-received by consumers and the increase in sales proved that our strategy produced substantial results.