“Kombucha-based skincare? Are you drunk?” is what we figured people would ask when they encountered this new line of face products. So we used playfulness to be like “MAYBE; YOU THIRSTY?” This humor identity and approach addresses their concerns and cleverly educates them on how ‘booch balances the pH of your skin, kills bad bacteria, kickstarts cellular regeneration, and heals blemishes—and how that’s just the tip of the skinberg. End result? Branding that is memorable and makes them excited to purchase; tapping into their trailblazing, “oh you haven’t heard of Kombucha Face?” savage side.