Silas Amos
Design Thought
The question was “How do we go from ‘meh’ to ‘yeah’?”
These veggie tonics had a kick ass taste, but they were not helped by an uncharismatic ‘dusty hippy’ vibe. Humble Warrior asked me for a design strategy to overhaul their image.
The solution was framed as ‘gentle nature, punchy tonics’, creating a bolder more appetising look, using the one ingredient from the original design that popped – the Abhayamudrā hand gesture.
Humble Warrior used the initial re-design to close a first funding round, and it lead to a 200% increase in sales.
Extending the original bottle design to a can format added the bubbly bounce of listings in 242 Waitrose & Partners stores, where it is now one of the leading functional drinks in their fixture.
"Silas was a drug. He understood Humble Warrior in a heartbeat and captured the essence of our brand instantly. His back-of-fag-packet sketch at our very first meeting became the core of our rebrand, while his advice helped steer us through unchartered territory into a completely new category in beverages. Having been through the process with Silas it is hard to put a price on what he has brought to our brand."
Rosh and Andy, Founders
