From Story to Sip: Creating Brand Narratives for Probiotic Beverage with Design Thinking

Study Case of Kawii Kombucha

Abstract

This study examines the development of Kawii Kombucha’s brand narrative as an early-stage probiotic beverage venture in Indonesia. Although the brand had gained initial traction, differences existed between offline and online touchpoints, where offline interactions enabled consumers to better understand the product through tasting and direct explanation. The main challenge was not product acceptance but the lack of a clear brand story to communicate its value proposition consistently. This qualitative study applied the Design Thinking approach supported by Zimand-Sheiner’s four dimensions of brand storytelling: story, meaning, ritual, and transmedia. Data were collected from 16 informants, including three founders, seven existing customers, and six aware non-buyers. Analysis involved thematic analysis, empathy mapping, narrative gap identification, How Might We questions, Innovation Trifecta screening, and prototype testing. The findings show that Kawii has strong brand assets through playful packaging and local-bird mascot visuals, but these assets have not fully built brand understanding. Four narrative gaps were identified: story clarity, meaning credibility, ritual, and transmedia consistency. Prototype testing found “Jaga Tubuh, Tetap Bisa Enak” as the strongest core narrative. The study concludes that Kawii should position itself as an approachable probiotic kombucha brand through consistent storytelling.