Dragon Tree Kombucha
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Dragon Tree has been lovingly developed over time, and is classically designed to show it’s rich oriental heritage dating back over 2000 years. Deeply rooted in it’s origins, the Dragon in the tree shows herself to only those who know and search for the Kombucha tea of Immorality. Only then shall she flourish her Hibiscus and Rosehip fruit flowers, engulfing the enlightened one with a heavenly taste of strawberries and cream, soothing joints and increasing mobility, helping them in mind and body.
As a response to increasing consumer demand for health conscious, low/no alcohol beverages, Lanchester Wines asked us to re design it’s Dragon Tree Kombucha - 16 years after it’s first incarnation, maintaining the original design from 2003, with a subtle facelift to bring it in line with current trends. While sales did well in 2003, Kombucha itself wasn’t well known and the health drinks category was in its early infancy. The marketing team were ahead of the trend, so to speak, so with a little modern flair to the design, moving from a sleeved glass bottle to a fully recyclable 250ml can, appealing to consumers in 2019 and beyond, and staying true to the Chinese authenticity in keeping with the Kombucha and it’s heritage.
Tony Cleary, managing director of Lanchester Wines, said: “Dragon Tree was one of the first kombucha drinks to launch in the UK and enjoyed huge success. We’re now relaunching at a time when kombucha sales are soaring and consumers are becoming healthier and more conscious. When served chilled, we believe Dragon Tree is the perfect non-alcoholic functional soft drink which not only tastes great but provides added health benefits too.”