Exclusive | How Clear Mind kombucha transforms childhood nostalgia into a striking modern packaging experience

September 12, 2024

In this exclusive interview, we explore the creative journey behind the packaging design concept of Clear Mind Kombucha. Designer Sofya Grazhevich reveals how her childhood memories and a quest for life balance inspired its minimalist, mushroom-themed design.

With exciting plans to expand its kombucha flavour series, this packaging project remains in development, guided by its curators and mentors, Evgeny Razumov and Leonid Slavin. Its packaging design reflects both the essence of kombucha and a vision of clarity and harmony, embodying the balance and minimalism that define the Clear Mind brand.

Tell us a bit about the brand – its heritage, its story, and its markets.

The student design concept of the Clear Mind brand was born during a workshop at a lecture by Evgeny Razumov at the School of Design. The task was to come up with and visualise an interesting kombucha package. During the development process, I immersed myself in my memories: for the first time I tried kombucha as a child during the summer holidays with my grandparents in the village. That’s why I associate kombucha with childhood, recreation and nature.

As a target audience, I chose people who work or study a lot, get tired, do not have time for anything, and are looking for harmony in life. In today’s world, where information overload, stress and a sedentary lifestyle have become the norm, we all need something that will help keep our minds clear and improve our well-being. People strive for a state where they can successfully manage their responsibilities while simultaneously enjoying moments of rest and relaxation. The mission of the Clear Mind brand is to remind people about the importance of “life-balance”, which will lead to a happier and more productive life.

How does the design express the brand’s values? What inspired the design?

My grandmother often cooked kombucha and told me that this drink is very healthy. She called it “mushroom from tea”. That’s why I was sure for a long time that it was made from real mushrooms that we collected in the forest! In the future, when studying the production of kombucha, I learned that it is actually a fermented drink that is prepared on the basis of sweet tea and a symbiotic culture of bacteria and yeast. There are no mushrooms in the composition. This story inspired me and lifted my spirits. I found it funny to create a brand of kombucha with packaging that depicts real mushrooms.

What is innovative or unusual about your packaging?

Kombucha packaging is a continuation of the brand’s philosophy: a design that is not overloaded with unnecessary details. The packaging is made in a modern style with bright graphic elements and minimalistic typography on a white background. Each aluminum can has a large stylised silhouette of a mushroom that occupies the central part of the package. This element is very simple, but attracts attention due to its contrasting shape and colour. The mushroom shape symbolises the naturalness and organic origin of the drink. If you put the cans in a row, you will see a “mushroom forest” – this is a reference to the development of a community where everyone can get help, support, motivation and inspiration. Kombucha packaging reflects the brand’s values: harmony, lightness and joy, which I want to bring to the lives of customers.

The Clear Mind’s brand stands out from the competition due to its simple and bright idea. I chose an aluminum jar because it is lightweight, durable, comfortable and eco-friendly. Research shows that aluminum packaging is the new sustainable packaging in the world.

What technical challenges did you need to overcome to manufacture the packaging, if any?

When designing the packaging, I tried to convey the mood and idea of the brand without overloading it with unnecessary information. I wanted to create a bright and understandable product that would be visible from afar. The difficulty was not to make the style too boring. There were many sketches and options. As a result, it turned out to find harmony between all the ideas and create a memorable packaging design that reflects the character of the brand, draws attention to the product, and also emphasises the natural and beneficial properties of kombucha.

What reactions have you had from customers?

I presented my project to teachers, work colleagues, friends, family, classmates, and subscribers on social networks. And to the people who are the target audience of my brand. I was very pleased that my idea resonated in the hearts of many people. The packaging of Clear Mind caused a positive reaction and interest in the drink. They especially appreciated the cheerful nature, colorfulness and conciseness of the project. The most unexpected comment was: “I’ve never tried kombucha.. But if I saw such a package on the shelves of a store, then I would definitely buy and taste this drink!”