ZŪCHA is an alcoholic kombucha designed for chill moments and easygoing nights. Brewed with fruit and a subtle kick, it captures the laid-back spirit of casual get-togethers — from café afternoons to unplanned evenings that stretch into laughter-filled nights. Conceived as a new-age beverage brand, ZŪCHA positions itself at the intersection of craft brewing and youthful social energy, offering a refreshing alternative to both mainstream alcoholic drinks and non-alcoholic health beverages.

We drew inspiration from the bustling streets of Hong Kong, Bangkok, and cities across Thailand—vibrant urban landscapes alive with color, energy, and constant motion. These places hum with neon glow, hand-painted signage, clustered market stalls, and a chaos that somehow feels harmonious. Layered visuals, overlapping scripts, and the playful collision of old and new shaped the eclectic spirit of ZŪCHA’s design language. This urban tapestry became our muse—infusing the brand with a raw, unfiltered dynamism that mirrors the lively, social essence of the drink itself.

Created by Affogato Brand Design, the identity for ZŪCHA translates its spirited essence into a bold, highly graphic visual language. The result is a brand world that is playful yet refined, vibrant yet disciplined — reflecting both the creativity of fermentation and the clarity of its modern appeal.

Kombucha has traditionally been perceived as a wellness drink, often packaged with earthy tones, botanical cues, and health-centric storytelling. ZŪCHA set out to break away from this predictable category language, embracing kombucha not as a functional beverage but as a social ritual — something to be enjoyed with friends, in motion, and in moments of leisure.

This strategic shift allowed ZŪCHA to own a white space in the market: a beverage that feels both craft-driven and culturally current. It speaks to a Gen Z and young millennial audience who are increasingly seeking drinks that balance authentic craft with contemporary aesthetic values. These are consumers who care as much about how a brand looks and feels as they do about what’s inside.

The brand promise — “Brewed for chill moments and easygoing nights” — became the guiding sentiment behind every design decision. It emphasizes experience over function, encouraging people to view kombucha less as a health obligation and more as a spark for connection.

The name ZŪCHA is a playful reinvention of the word “kombucha.” By shortening and sharpening it, the name gains a sense of brevity, energy, and recall. The diacritical macron over the “Ū” adds a distinctive visual hook, signaling a slight twist from the familiar and reinforcing the brand’s modern, elevated character.

It’s short, punchy, and phonetically lively — a name designed to look great in bold type, sound great when said aloud, and stick easily in the mind.

ZŪCHA’s packaging embraces the can as a canvas — using its cylindrical form to wrap the brand’s signature geometric language into bold, continuous bands of pattern. Each flavor variant can feature distinct color pairings, creating a vibrant shelf presence while keeping the brand instantly recognizable.

The wordmark sits prominently and confidently, while the surrounding pattern creates a sense of motion — a visual metaphor for effervescence and the lively fizz of fermentation.

To maintain clarity amid the color and geometry, the information architecture on the can was designed with strict typographic hierarchy, ensuring product details, alcohol percentage, and flavor descriptors remain legible and balanced. The result is packaging that feels modern, collectible, and joyful — designed to be photographed, shared, and displayed as much as consumed.