As Creative Director, I led the rebranding process, creating a refreshed visual system that connected the artisanal roots with a contemporary and urban appeal, ensuring stronger shelf presence and market differentiation.
The new logo drew inspiration from the original concept: the Mexican lucha libre fighter mask, symbolizing courage, resilience, and the pursuit of freedom. This icon was reimagined with modern geometry and a clean typographic system, balancing handcrafted authenticity with design sophistication. Alongside, we developed a flexible visual identity system including a vibrant color palette, bold typography, patterns, and photographic guidelines.
Libre
like you are
Packaging design became a key expression of the rebrand. We introduced clearer labeling, dynamic use of colors, and bold graphics that highlighted flavors while enhancing visibility at point-of-sale. Complementary applications—including eco-friendly merchandising, branded apparel, and digital assets—strengthened the brand’s consistency across all consumer touchpoints.
Ultimately, Kombucha Libre’s rebrand fused tradition with modernity, translating its ethos of freedom and innovation into a cohesive design system. The new identity elevated the brand beyond the niche health beverage market, positioning it as an energetic, inclusive, and contemporary player ready to challenge industry standards.
Kombucha Libre
Kombucha Libre was born from a passion for artisanal brewing, using only natural ingredients sourced from local producers in São Paulo.
Services
Identity & branding, Packaging
Client
Kombucha Libre
Year
2020
As the first and only brand in Brazil to ferment tea with umburana wood, it introduced a unique flavor profile—slightly woody, smooth, and distinctively Brazilian. Rooted in authenticity and craftsmanship, the brand embodies a bold spirit of freedom, optimism, and change.
By 2020, with production and distribution growing, the founders recognized the need to evolve their positioning and identity. The challenge was to modernize the brand without losing its rebellious, eclectic character.
