Shaking up pop culture for
Equinox Kombucha
Services
Brand narratives
Messaging playbook
Website copy
Industry
Food & Beverage
Equinox Kombucha is all about organic ingredients, proper fermentation and doing things the right way. Our role was to help bring this authenticity to the brand’s words – shaping their messaging, defining their tone of voice and creating a practical toolkit for every touchpoint.
Brand narrative
Equinox needed a story with the same sparkle as their product. Following an exploratory session with the team, we shaped a narrative around the concept of ‘Find your fizz’ – a simple, ownable platform that captures the brand’s optimism, energy and free spirit.
This rallying call gave Equinox a clearer foundation for the brand: one that’s bright, distinctive and easy to implement.
Messaging playbook
To make their voice and narrative easy to use, we crafted a messaging playbook. This included ready-to-use positioning copy and tone of voice examples including headlines, social captions, video scripts and a brand manifesto.
Flexing for audience and channel, it gave the team the tools they needed to use the brand voice with confidence.
Website copy
With the narrative, tone and messaging nailed down, we brought it all together on the Equinox website. Every line was crafted to communicate the principles of functional fizz, while adding a light sparkle to their brand.
"The team at Ink brings both creativity and robust strategic thinking to every project. Their informed, external point of view has been invaluable for Equinox Organic Kombucha as we grow our business and define our brand."
– Andy Braithwaite, MD Equinox Organic Kombucha