RTD

From Reformulated to Ready for Retail

Bright, Botanical, Boozy: a brand overhaul for a new direction.

What we did

Thinking

Making

Doing

Services Provided

Logo Design

Tagline

Package Design

Product Naming

Sales and Promo Materials

POP/Retail Design

Apparel & Merchandise

Brand Identity & Guidelines

Kove came to Even Odds at a pivotal moment: new ownership, a new product formula, and a new direction. The brand had pivoted from hard yerba mate tea to cocktail-inspired brewed beverages, but the packaging still looked like an earthy wellness drink.

The Kove team committed to the rebrand fully, with no interest in holding onto legacy assets, and that clarity made everything else possible. That's where Even Odds came in.

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The Challenge

Rebrand everything, efficiently and effectively.

The brief was clear: rebrand the logo, packaging, messaging, and creative direction. The new formula was bright, botanical, boozy. The old brand was earthy, subdued, and out of step with the product. We needed a complete brand system, built to launch.

THinking

Strategy built on contrast.

The old brand positioning no longer worked because it tried to straddle two worlds: health-conscious and indulgent, natural and fun. The new formula solved for this. Cocktail-inspired. Premium. Unapologetically boozy.

We built the strategy around that clarity. Kove wasn't competing with hard teas or functional beverages, but with ready-to-drink cocktails, meaning a different shelf set, price, and consumer. The rebrand also had to work in both bars and retail: premium enough for a cocktail bar, functional enough for a grocery cooler.

That meant repositioning from earthy wellness to a premium cocktail alternative: a channel strategy for on- and off-premise, pricing built against the RTD cocktail set, and SKU names that felt cocktail-inspired.

The insight: wellness drinks tolerate alcohol. Cocktail brands celebrate it. Kove needed to host the party.

Making

A brand system built for shelf impact.

This work happened alongside Kove's team, whose Head of Brand and creative team partnered with us on naming, packaging, and other visual assets. We started with the logo: the old mark was organic and muted, so we designed a wordmark with clean lines and bold weight, built to work from billboard scale to can.

The tagline anchored the promise: "Bright, Botanical, Boozy." No ambiguity, no wellness jargon, just clarity.

Packaging was the key component: together we built a system of bold colors, vibrant gradients, and clean typography, made to stand out in a crowded RTD aisle. Premium, but approachable.

We also built the full brand toolkit, sales materials, POP displays, apparel, and brand guidelines, to keep everything consistent as Kove scaled. The rebrand felt like a new brand, not a refresh.

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Doing

Launch and retail execution.

A rebrand means nothing without execution. We built a launch strategy for premium grocery and specialty chains open to innovation, supported buyer outreach and line reviews, and made the new packaging the lead sales tool. Buyers saw the shift immediately.

The results came fast: distribution at Albertsons Vons Pavilions, Ralphs, Sprouts, and Total Wine, plus a 1,000-case Costco program. That level of retail buy-in doesn't happen without a clear brand story and strong execution.

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Thinking + Making + Doing

One system, moving together.

Rebrands are hard because they require alignment across strategy, creative, and execution all at once. Thinking set the positioning: premium RTD cocktails, not wellness beverages. Making brought that positioning to life. Doing got the new brand into retail before the momentum faded.

The Kove team made it possible by committing fully, with no legacy baggage and no halfway measures. That clarity let us move fast.

"Even Odds was an invaluable creative partner as we built kove. The team balanced exceptional design with commercial strategy; their work transformed our vision into a brand that was truly retail ready."

Head of Brand, kove

Chris Clark

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