Shrubbly is a modern functional beverage, founded by Matt Sayre that combines the flavor of Shrubs (old-time fruit mixers) with a lightly carbonated water, and in turn, creates a natural, benefit-driven beverage option. Sayre enlisted the help of ROOK/NYC, based in NYC, to help with branding and package design.
The intensity of the flavors and Shrub processes are what inspired ROOK/NYC to create the matte black can, which, they say, expresses a strong presence on shelf, with bright ingredient illustrations and typography in contrast. Flavor expectations and health benefits are set at the top of the can, with various subheadings calling out additional positive attributes of the drink. The team designed the can with visual intrigue at the front of mind, aiming to continue Sayre’s celebration of Shrubs’ unique qualities, and it’s carefully curated ingredients.
The centered illustrations and eyebrow shaped redesigned logo set the focal point on said ingredients, allowing consumers to recognize the shapes of lemons, ginger, and pomegranate, while embracing the potentially new shapes and descriptors of aronia berries and Apple Cider Vinegar.
Beyond the 4 full-wrap cans, ROOK/NYC partnered with Shrubbly on each flavor’s 4-pack case designs, shipping trays, and website assets. Shrubbly’s new can designs, specifically of the two core SKUs, are rolling out as of Q2 2022, with 2 additional SKUs planned to launch in the 2nd half of this year.