Fooshi is a new brand of naturally fermented kombucha, brewed through a multi-week fermentation process and entering the highly competitive functional beverages market. The name is inspired by the Japanese word fushi, meaning longevity. The double “o” in the logotype forms an infinity symbol, visually reinforcing this idea. The abstract illustrations on the labels reference the fermentation process itself.

The project was executed in a model closer to a startup than a traditional FMCG brand launch – on our side, this meant short design sprints and the creation of three label designs; on the client’s side, a small initial production run and a rapid rollout into retail distribution.