Kally is a one-of-a-kind verjus based non-alcoholic wine alternative co-founded by Katie Mitic and her husband, Scott. Looking to curb their drinking, Katie and Scott stumbled upon verjus, the core ingredient in Kally. Crafted from young chardonnay grapes, harvested early, and pressed into a delicious, tart, golden juice, verjus gives Kally its signature acidity and bite, without the booze.
Kally enlisted our help to refine their brand positioning and customer experience, establishing them as a key player in the wine alternative space. Through a flexible design system and scalable marketing solutions, Kally is now poised for growth in a digital-first world.
eComm Strategy
Identity
Brand Guidelines
Photo/Video
Messaging
Web Design
Development
Marketing Support
drinkkally.com
We began by refining and optimizing the Kally logo to better align with their brand strategy of "casual fun." The enhanced logomark incorporates hand-made qualities, improving legibility and clarity.
Once we established a refined strategy for the brand and updated the primary logo, we then turned our attention to extending these new sensibilities throughout the entire brand. Our type, color palette, imagery, and messaging now embody a sense of approachable fun, refined moments in time, and natural satisfaction.
A refreshed approach to the PDP not only positions the product front and center, echoing the symmetry and experience of the newly revised label program but also conveys the essence of drinking Kally through new photography and messaging.
A bird's-eye view before and after reveals the foundation of our new approach—impactful imagery to stimulate the senses, refined typography for clear communication, and an emphasis on experience, not just the product.
Our color palette is informed by our ingredients and the land they come from.
Our type selections strike a delicate balance between whimsy and expertise, echoing the essence of Kally itself—a composition of great ingredients supported by gastro-scientific exploration.
Art direction played a crucial role in bringing Kally's narrative to life. We created new photo and video assets that feature warm experiences and diverse ingredients, setting the stage to showcase the product and experience through the eyes of our ideal customer.
Photographer: Savannah Purcell
Videographer: Bucky Illingworth
Recognizing the significant impact marketing has for most direct-to-consumer brands, we conducted a comprehensive audit of Kally's emails to pinpoint key areas for improvement. Using these insights, we took the lead in implementing design updates and executed a complete overhaul of the brand's templates.
A label update resulted in a program that aligns more consistently with the overall Kally brand experience and a scalable graphic system that accounts for new flavors, narratives, and possible future product collaborations. It was important to us to maintain any prior brand equity by keeping the essence of the original label intact and making rational improvements to its use of space.
The kaleidoscope artwork by Meghan Berckes incorporates imagery of the actual ingredients used in the product, playing a key role in shaping our new color system. This ensures a cohesive integration of all brand elements.
A new suite of custom drawn icons tap into and reinforce the human side of Kally and the personal touch the founders have on their brand.
To ensure that our clients at Kally can continue to scale their photography system with ease, we also created a custom Adobe Lightroom preset that, in a single click, edits a photo to match the Kally visual style.
See you soon for more work with our partners at Kally.
What Else have we done?
