Pop Kulture Ferments is about sharing nourishing plant-based food and the spreading awareness about the benefits of fermentation. As a start-up business, Pop Kulture needed help with their brand identity, website, and social media marketing materials.
Tessa is the founder and sole trader of Pop Kulture Ferments, where she shares her passion for gut health and fermentation. A true believer in its benefits, she educates other people through fermentation workshops while continuously experimenting new funky flavours for the public to enjoy so they can benefit from amazing gut health.
As an upcoming, new business, Tessa needed branding and marketing material to kickstart her business, Pop Kulture Ferments. She wanted her brand to showcase her personality being down-to-earth, environmentally conscious and creative as well as appeal to her target audience. Sure, it seemed easier for her to do it herself, but as a sole trader, she didn’t have much time as she was managing everything else at the same time.
I worked closely with Tessa to develop a concrete branding kit that would fit her down-to-earth values and light-hearted personality. The usage of purples, oranges, creams and pinks communicates a sense of maturity, femininity and earthiness which reflects Pop Kulture Ferment’s business values. With hand-lettering to further show organic and naturalness relating to how Tessa hand makes her own products.
As Pop Kulture Ferments specialises in plant friendly fermentation, it was important for us to present the brand that would appeal to her target audience who are health and environmentally conscious, as well as an audience who shares the same value for quirkiness and creativity.
To add to Pop Kulture's brand, I worked with her to create a character that resembled her but still represent what she does and what she represents. As she's a vegan and her business is based around being fermentation, environment and being plant-friendly, I created a character that was a "plant" woman but looked like Tessa. As she ferments with cabbages, I utilise the plant woman idea and mixed it with cabbages for hair, hands and feet. The style draws back to the branding and so creates a cohesive feel towards her brand.
Besides branding and a character mascot, I helped to further establish her brand with easy-to-use social media templates. Being a sole trader while working part time makes Tessa's life very busy and so having social templates she can easily use allows for her to make content while still looking on brand and keeping consistency.
I created patterns, layouts for different templates which gave her freedom to customise the content by changing colours, backgrounds, images, etc. I used Indesign & Illustrator to create the different components such as the backgrounds and the patterns and then Google Slides to put the text together so that it is easily editable for her to use.
Check out my process work for the branding and character for Pop Kulture Ferments! I explored ideas using Procreate to sketch and prototype!
To see the full expansion of Tessa’s branding and success, come visit her website at www.popkulture.com.au and her online shop: shop.popkulture.com.au
