Background:
Around 2020, the kombucha market in Poland began to take shape, attracting a wave of new producers eager to explore this emerging category. Among the early innovators was Kombucha by Laurent — a brand founded by Agata Chmielewska-Kłosińska together with Laurent de Bremaeker, a Belgian chef widely recognised for his mastery of healthy, ingredient-driven cuisine.
From the very beginning, Laurent became the brand’s defining element — a symbol of craftsmanship, purity of ingredients, and a culinary sensibility that set KBL apart. His intuitive approach to flavour, seasonality, and natural fermentation translated into a collection of kombuchas with truly distinctive, memorable profiles.
Insight:
The category was still in its experimental phase. A handful of brands were trying to find their place, their voice and their audiences — creating a fragmented and somewhat chaotic market landscape. As an agency providing an “external pair of eyes,” we decided to help KBL focus on what was truly essential in the brand. The goal: to sharpen its differentiation and build distinctiveness in a young, unsettled market.
Idea:
With the brand’s positioning already rooted in the product’s essence — kombucha crafted for a 50+ self-aware audience seeking a healthy alternative to alcohol — we proposed distilling this thought into one clear, memorable line: Fine as wine.
This claim became the foundation of the entire communication ecosystem.
We then developed a comprehensive visual and verbal platform around this idea, elevating the brand’s cultural capital through subtle references to upper-premium French aesthetics. This translated into fonts, colours, label redesigns, and a cohesive tone of storytelling. To make the brand feel relevant and contemporary, we infused the identity with distinctive modern touches — grounding KBL in current design trends that resonate strongly with an aspirational, early-adopting 40+ audience.
Impact:
The strong response from KBL’s leadership opened the door for a broader collaboration. We went on to design the full Brand Identity, e-commerce experience, new website, product labels, sales-rep car branding and printed materials — unifying every online and offline touchpoint around a single gravitational centre: the “Fine as wine” brand platform.
Engaged Media:
As KBL’s trusted agency, we manage the majority of the brand’s media and communication efforts — most recently designing the labels for the new Bloom line (Oak Bloom, Wild Bloom and Noir Bloom). From digital to print, every channel is handled with uncompromising consistency, ensuring all touchpoints align with the brand’s core identity. This approach allows us to deliver truly integrated marketing for a small-to-medium business — exactly the kind of work we specialise in.
Expert Team:
The project is led by Krzysztof Jagieło, serving as both Strategist and Designer, supported by Joanna Witek as Junior Designer, and Estera Kaszen as category expert and kombucha-focused creator.
Together, we’re excited for the years ahead — to watch the category mature and to see KBL continue gaining market share while making some serious waves of influence.
