Faced with the growing popularity of low-alcohol drinks, Quebec craft brewer Le Gang des Levures decided to go against the trend by launching a range of funky hard kombuchas. Kombucha is already hugely popular with health-conscious consumers seeking functional beverages, and Gen Z loves artisanal spirits over mass-market beer.

With its new colorful line of hard kombuchas playfully designed by creative agency Studio Blackthorns, Le Gang des Levures aims to appeal to this young target seeking Instagrammable and original products. Each can features a different whimsical “yeast monster” character with a unique name and personality like “Le Gluant Fushia” or “L’Éclaboussant Bleu”, reflecting the quirky manga/comic book aesthetic appreciated by Gen Z. The monsters’ drooly and drippy textures evoke the flavor profiles and encourage choosing your drink based on mood.

The creative process involved generating original yeast monster concepts and iteratively upscaling the AI-generated visuals via Midjourney to achieve high definition final art. Additionally, the agency developed playful brewery and product naming, customizable can labels, and an animated design system for digital activation.

With this funky line, its “Pick Your Monster!” slogan, and provocative tone, Le Gang des Levures is positioning itself as a bold alternative to dominant mass-market beers and ciders . The craft brewer hopes to conquer the fast-growing hard kombucha segment among adventurous young drinkers in Quebec.