Matt Sayre’s Shrubbly beverage brand has undergone a dramatic design refresh that engages health-conscious consumers and aims to share the narrative and health benefits of the shrub fermentation process. Working with independent creative agency ROOK/NYC, Shrubbly launched a range of striking visuals for can sleeves, shipping trays and the website.

Sayre’s product, which nods to an age-old American tradition of infusing fruits and herbs into vinegar to make a delicious drink, now sports a contemporary design that grabs the attention of the consumer looking of a dose of well-being. Highlighting the unique health benefits and flavor profiles achieved through shrub fermentation, the ROOK/NYC-designed packaging is bold and intriguing: matte black, with vibrant botanical illustrations.

Founder and creative partner, Mark Christou, explains that the beverage packaging aims to communicate the fascinating history of shrub-based beverages, in a playful and lighthearted way. Christou says: “The brand identity and design have been developed to tell a story around the world of shrubs and the wild spirit that emanates from this agricultural brand.

The redesign manages to strike a balance between trend and tradition. Christou’s team relaunched the vinegar-infused shrub drink by appealing to the modern consumer, looking for a unique product that rivals and differentiates it from existing health-boosting drinks.