TONICA KOMBUCHA

REFRESHING A FOUNDER LEAD WELLNESS
BRAND FOR EXPANSION ACROSS CANADA

Tonica had long held its place as one of Ontario's original kombucha brands. Organic, founder led, and bottled in its signature glass silhouette, the brand had heart. But in a market filled with emerging wellness players, Tonica needed a fresh sense of relevance that the founder could feel proud about again.

I was brought in to lead a thoughtful design evolution, one that honoured Tonica's origin while shaping its next chapter. This wasn't just about updating packaging. It was about helping Tonica show up as the brand its customers already believed it could be with less sugar and more environmentally friendly can formats. Through strategic design, emotional insight, and brand stewardship, we brought Tonica back into focus.

The Challenge

Tonica had strong product credibility, but it lacked a clear, current story. Visually, the brand was falling behind newer, faster moving competitors. Its emotional resonance was muted, and alignment around voice, tone, and identity needed a reset.

The opportunity was clear: reconnect Tonica's soul with its shelf presence and digital storytelling so it could grow with its audience, not just keep up. The goal was to create something magnetic, modern, and emotionally rich, without losing the brand's roots in tradition and wellness. We uncovered the founder's reason for her passion, and her "sparkling" personality to the drawing board with this new design.

  • Positioning and Brand Voice

    We repositioned Tonica around The Balance Seeker, a psychographic rooted in calm, conscious living, and sensory ritual. This informed a modern voice that felt kind, confident, and clear. Tonica became more than a functional beverage; it became a feeling.

    Packaging Redesign

    The design system emphasized flavor navigation, shelf clarity, and a light feminine energy. Every choice (type, color, layout) was crafted to feel elevated and emotionally resonant, helping Tonica stand out without shouting.

    Creative Stewardship and Tools

    I delivered a custom brand brief, visual tone boards, and practical guidelines that allowed the Tonica team and collaborators to stay aligned across all touchpoints. This wasn't just a design project; it was a roadmap for building long term brand fluency from the inside out.

    Market and Cultural Insight

    We layered in insights from sober curious culture and ritual based wellness trends. Presence and pleasure replaced outdated claims and generic health messaging, grounding the brand in a more intentional, magnetic pull.

  • Positioning Clarified

    Tonica now speaks clearly to The Balance Seeker, aligning voice and visuals across every decision.

    Design Elevated

    Shelf and screen presence now feel calm, modern, and unmistakably Tonica.

    Team Empowered

    Tools and toneboards helped internal teams stay agile, aligned, and consistent.

    Sales Expanded

    A sharper narrative and shelf presence supported new national placements, including key West Coast partnerships.

    A Quiet Evolution With Lasting Depth

    What began as a packaging project became a reawakening of the brand's emotional core. Tonica is now poised to grow not just as a kombucha, but as a Canadian wellness icon.

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