Kamoti
©Kingsland
Lead Strategist : Douglas Brundage,
Creative Director: Kurt Green
Designer: Divyakshi Kedia, Dylan Cramer
Brand Identity System, Packaging Redesign,
Brand Positioning
A refreshed identity for Kamoti, helping a cult-favorite green tea shot grow from local bar staple to a brand ready for national distribution.
Challenge
Kamoti had built strong organic momentum, especially in New Jersey, but the brand needed a more refined identity to support wider distribution and future product extensions. The product already had the advantage of being the only ready-to-drink option for the No. 1 called shot in bars across the U.S., but the brand system needed to feel clearer, more premium, and easier to scale.
Approach
We rebuilt the brand from the ground up with a refreshed wordmark, updated illustrations, and a more ownable graphic language centered around the forked tongue motif. The packaging was simplified to feel cleaner and more confident, while still keeping the playful personality of the Komodo dragon mascot. We also used the label system to make key product claims easier to understand, including gluten-free, no high fructose corn syrup, and 71 calories per shot, helping the brand communicate both fun and function at the point of purchase.
Results
The rebrand helped Kamoti move from regional success into a stronger growth position, with the brand becoming available in over 300 accounts in the first year of the refresh. The updated identity gave investors and distributor partners a clearer, more scalable brand to support, while the new labeling system opened the door for future SKU expansion. The work also helped secure distribution in new markets, including Delaware, Michigan, Tennessee, Rhode Island, Florida, and Pennsylvania, while increasing brand awareness and recognition across the East Coast.
