Kefir water is made by fermenting kefir grains with sugar to create a potent probiotic, rich in diverse gut-friendly strains. The challenge is that nobody knows that. The final layer of complexity is communicating all that goodness in three seconds at retail.

Our rebrand focused on clearly prioritising the benefits Kif’s consumers and soon-to-be consumers cared most about. Flavour, low sugar, real ingredients and efficacy, repositioning Kif from “Kefir Water” to “Nature’s Soda”.