Hollow Pine

Hollow Pine was a young but promising kombucha brand with strong local traction. After just a year in business, they had built a loyal community and consistent repeat purchases, enough momentum to begin expanding nationwide. But while their original branding worked well on local shelves, it lacked the distinctiveness, clarity, and strategic messaging needed to compete across the country.

Their visual identity was generic, built on intuition and imitation rather than evidence. They weren’t sure why certain elements worked (or didn’t). And without a clear understanding of who their most valuable consumers truly were, they risked investing in growth without refining their brand for the people who mattered most.

We stepped in to help them sharpen their identity, align their design with real consumer behavior, and prepare for a successful national rollout.

SCOPE

  • Visual Identity
  • Brand Identity
  • Creative Direction
  • Packaging
  • Promotional Material
  • Custom Icons
  • Mockups
  • Market Trends Insight Report
  • Competitor Research

What We Discovered

Through analysis of their customer base (fictional dataset, used here for illustration), we identified a high-value segment we call Champions. They represented only ~14% of customers but contributed ~22% of revenue, driven by bulk purchasing (primarily six-packs) and unusually high repeat behavior.

Even though the average of 6.1 orders per year may seem modest at first glance, the underlying pattern told a different story: these customers purchased in larger quantities, stayed loyal to 1-2 favorite flavors, and consistently returned.

This made them the perfect anchor for Hollow Pine’s brand direction. They valued authenticity, clean design, natural ingredients, and brands that felt grounded in craft rather than commercial trends, a profile perfectly aligned with where Hollow Pine wanted to go.

Tying It All Together

Guided by these insights, we crafted a brand identity built specifically for Hollow Pine’s Champion consumer. 

We refined the messaging to emphasize authenticity, simple ingredients, and a modern outdoorsy tone; values that consistently emerged in our persona’s motivations. Every design choice, from the simplified palette to the confident logomark, was created to resonate with consumers seeking products that feel purposeful, trustworthy, and premium.

The final result is a visual identity that feels both bold and clean; strong enough for national retail shelves while remaining true to Hollow Pine’s roots