This RTD rebranding takes an ingredient-first approach

Georgia – Design studio Bedow is breathing new life into Georgian drinks company Swee, taking an unconventional approach by designing its ingredient list into its packaging. As a producer of naturally-made kombucha, the visual refresh allows Swee’s ingredients to be placed at the fore.

In the new design, each ingredient is represented by a specific colour and pattern, appearing all together as a form of design-led bar graph, with each shown in a different size to represent its percentage in the drink. While drinks ingredients are typically displayed in discreet, functional blocks of text, allowing brand names to take the lead, Swee is flipping the script. ‘We saw the possibility to turn what is typically functional information into a visually playful infographic system,’ says Perniclas Bedow, creative director at Bedow.

As we explore in Frivolous Foods, there has been an ongoing move towards less sterile approaches to nutritional food and drinks – with identities that instead combine nostalgia, escapism and pleasure.