Concept Project
2026
Kombucha
Kombucha
Kombucha is a conceptual advertising agency built from the ground up as a branding exercise: no existing assets, no legacy constraints, just a blank page and a brief to define everything. Name, identity, positioning, voice. As Creative Director, I led the concept and visual direction to build an identity grounded in a single idea; treating brand communication the way kombucha treats fermentation: with time, care, and character.
Kombucha is a conceptual advertising agency built from the ground up as a branding exercise: no existing assets, no legacy constraints, just a blank page and a brief to define everything. Name, identity, positioning, voice. As Creative Director, I led the concept and visual direction to build an identity grounded in a single idea; treating brand communication the way kombucha treats fermentation: with time, care, and character.
Kombucha is a conceptual advertising agency built from the ground up as a branding exercise: no existing assets, no legacy constraints, just a blank page and a brief to define everything. Name, identity, positioning, voice. As Creative Director, I led the concept and visual direction to build an identity grounded in a single idea; treating brand communication the way kombucha treats fermentation: with time, care, and character.
Branding
Art Direction
Branding
Kombucha started from a simple question: what does making advertising have in common with fermenting a drink? More than it seems.
Kombucha comes from a live culture (the scoby) that needs time, care, and the right temperature to turn something simple into something with character. I wanted the agency to work the same way: taking a brand’s raw material (its story, its product, its people) and letting it ferment into communication of its own, with time and judgment, instead of settling for the first idea.
Kombucha started from a simple question: what does making advertising have in common with fermenting a drink? More than it seems.
Kombucha comes from a live culture (the scoby) that needs time, care, and the right temperature to turn something simple into something with character. I wanted the agency to work the same way: taking a brand’s raw material (its story, its product, its people) and letting it ferment into communication of its own, with time and judgment, instead of settling for the first idea.
That idea became the foundation for everything else. The name wasn’t wordplay that needed justifying after the fact, it was the other way around: it shaped how the agency’s culture and values were built.
“Own pace” means not forcing timelines that compromise the result.
“Judgment” means curating ideas and clients, not taking on every project.
“Honesty” means saying what you see, tactfully but without dressing it up.
Each principle is, at its core, a fermentation rule applied to creative work.
This logic is the natural process as a metaphor for how a brand gets built: is what guided every visual decision that followed. Turning an idea that could’ve stayed purely conceptual into a system you can see, touch, and use day to day.
That idea became the foundation for everything else. The name wasn’t wordplay that needed justifying after the fact, it was the other way around: it shaped how the agency’s culture and values were built.
“Own pace” means not forcing timelines that compromise the result.
“Judgment” means curating ideas and clients, not taking on every project.
“Honesty” means saying what you see, tactfully but without dressing it up.
Each principle is, at its core, a fermentation rule applied to creative work.
This logic is the natural process as a metaphor for how a brand gets built: is what guided every visual decision that followed. Turning an idea that could’ve stayed purely conceptual into a system you can see, touch, and use day to day.
That idea became the foundation for everything else. The name wasn’t wordplay that needed justifying after the fact, it was the other way around: it shaped how the agency’s culture and values were built.
“Own pace” means not forcing timelines that compromise the result.
“Judgment” means curating ideas and clients, not taking on every project.
“Honesty” means saying what you see, tactfully but without dressing it up.
Each principle is, at its core, a fermentation rule applied to creative work.
This logic is the natural process as a metaphor for how a brand gets built: is what guided every visual decision that followed. Turning an idea that could’ve stayed purely conceptual into a system you can see, touch, and use day to day.
That idea became the foundation for everything else. The name wasn’t wordplay that needed justifying after the fact, it was the other way around: it shaped how the agency’s culture and values were built.
“Own pace” means not forcing timelines that compromise the result.
“Judgment” means curating ideas and clients, not taking on every project.
“Honesty” means saying what you see, tactfully but without dressing it up.
Each principle is, at its core, a fermentation rule applied to creative work.
This logic is the natural process as a metaphor for how a brand gets built: is what guided every visual decision that followed. Turning an idea that could’ve stayed purely conceptual into a system you can see, touch, and use day to day.
Get in touch
Wanda Raitelli © 2026
Let's get creative
Get in touch
Let's get creative
Wanda Raitelli © 2026