Branding a Retail-Ready Canned Kombucha
Building on RAWsome Asia Beverages’ success with Wild Boocha, the rebranding initiative was launched to support the company’s next growth phase: creating a new canned kombucha brand designed for mass-market adoption and regional expansion, with a planned launch in April 2025. The key challenges were strategic as well as commercial, as RAWsome needed to evolve from a single-brand focus into a clear “house of brands”, shifting perception from a niche kombucha producer to a broader leader in innovative, health-conscious beverages. At the same time, the new brand had to establish a distinct identity while remaining cohesive under RAWsome’s umbrella, and be adaptable for diverse Southeast Asian markets and retail environments where packaging and messaging must perform on crowded shelves and across different preferences and requirements. The outcome enabled RAWsome to launch MiCha as an inclusive, everyday canned kombucha brand that expands the portfolio beyond niche drinkers, strengthening retail readiness and supporting cross-border scalability.
MiCha’s website has been recognised by Awwwards with an Honours award, highlighting the creativity, craft, and effort behind its digital experience.
This recognition reflects the strength of MiCha’s visual storytelling and design execution, and stands as an industry endorsement of Creativeans’ ability to translate brand strategy into an engaging, high-quality web presence.
Turning Kombucha into an Everyday Favourite
THE CREATIVE CHALLENGE
Crafting a Mass-Market Kombucha Brand from Scratch
- RAWsome want to shift from a niche kombucha producer into a broader “house of brands” portfolio without losing trust with stakeholders, retailers, and consumers.
- The new brand had to stand clearly on its own for mainstream audiences, while still aligning under RAWsome’s corporate identity and ethos
- This new brand’s packaging and messaging needed to look modern, convenient, and shelf-stopping across diverse SEA markets while also remaining adaptable to different market preferences and regulatory expectations.
THE SOLUTION
Delivering a complete identity system built for retail growth for MiCha
- MiCha was built with a differentiated positioning and a Jester-inspired personality playful, uplifting, and inclusive, designed to resonate with everyday drinkers across markets.
- Creativeans delivered the visual identity, tone of voice, packaging designs, key applications, and a full brand manual to guide consistent rollout.
- The outcome enabled internal alignment and equipped the team to expand confidently into retail, F&B, and travel outlet, supporting MiCha’s soft launch at SIGEP Asia & Restaurant Asia 2025 and next-step rollout.
THE DIFFERENCE
BRAND POSITIONING
BRAND IDENTITY
BRAND TOUCHPOINTS
As part of the branding a canned kombucha project, MiCha’s brand touchpoints are carefully designed to create a cohesive and engaging consumer experience. These touchpoints include canned packaging, multipack systems, promotional materials, and digital assets such as social media content and landing pages. Each touchpoint follows a clear information hierarchy and unified visual language, allowing the brand to maintain strong recognition and clarity across retail environments and digital platforms.
BRAND ROLLOUT
The brand rollout strategy focuses on scalable and consistent implementation throughout the branding a canned kombucha process. Core brand elements are first applied to packaging as the primary consumer touchpoint, then extended to promotional materials and digital channels. Guided by a detailed brand manual, this rollout ensures visual consistency, strengthens brand recognition, and supports MiCha’s growth as a modern and playful canned kombucha brand.
"Creativeans was a thoughtful, strategic, and highly collaborative partner throughout the development of MiCha. They understood our vision well. They translated our vision into a vibrant, accessible brand we’re proud of. Their structured yet creative approach helped us distil our values into a brand that feels fresh, inclusive, and scalable, while equipping our team with the tools to grow with clarity and confidence."
Yulia Saksen
International Brand Consultant and Co-Founder of Creativeans
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