Kaska is a sparkling tea brewed from natural and fermented coffee cherries.
I worked on the art direction and packaging of this new exciting beverage based in Berlin.
How it started:
Shadi Payandeh, the founder of Kaska (and my friend), shared with me three potential markets for this beverage. I worked on a proposal for each of these markets. The three concepts presented here were designed for young people who prioritise their health, and who appreciate design with a minimalist aesthetic.
Concept one:
This first concept was aimed for people who work out regularly, and who are looking for an alternative to an energy drink after workouts; a healthy sparkling beverage that will still provide an energy kick without the overload of caffeine.
Selling points: people would find these in places such as independent yoga / fitness studios.
Concept two:
This second concept was meant to represent the main ingredient from kaska: the coffee cherry. I wanted to represent it with an abstract shape so people wouldn’t necessarily understand first-hand what it is, but it had to be captivating enough to spark curiosity and encourage people to want to learn more.
Selling points: small cafés throughout the city, as well as in some high-end restaurants that offer innovative and alternative beverages.
Concept three:
The third concept was meant to be more mainstream. The idea was to represent the main ingredient of kaska with a more realistic and literal illustration. This would attract people to know what kaska is all about.
Selling points: regular supermarkets and possibly some “spätis” around Berlin.
Following our initial explorations, Shadi and I conducted user tests with our primary audience in Berlin to determine which design and concept resonated with them the most. Ultimately, the second concept emerged as the favorite, so I proceeded to develop the entire branding for Kaska around that idea.
We also changed the shape of the bottle before launching, as it was easier to mass-produce the beverage with this particular bottle:
Photos of the final product:
Picture by Maria Bekker
Picture by Maria Bekker
Picture by Maria Bekker
Thank you for reading and watching!
You can currently find kaska in small cafés and some selected restaurants around Berlin :)
Follow @kaskatea on Instagram for more information!
