Shrubbly, based by Matt Sayre in early 2020, was established on the idea of turning old school Shrubs into a trendy useful beverage. The course of of making ‘Shrubs’ preserves usually neglected fruits and berries with herbs, spices, and vinegar. Shrubbly combines the crisp, refreshing taste of Shrubs with a evenly carbonated water, and in flip, creates a pure, benefit-driven beverage possibility. This had been a dream of Sayre’s since he first bought his Burlington, Vermont household farm in 2010.

Having launched Shrubbly and hit cabinets merely weeks earlier than the pandemic started, the initially optimistic shopper response was rapidly diminished by the bigger security issues at hand. Come late summer time 2021, with extra common shopper habits on the return, Sayre approached ROOK/NYC hoping to raise Shrubbly past the extent of his earlier established useful beverage class rivals. ROOK/NYC, a New York-based impartial inventive company identified for creating disruptive manufacturers and packaging designs, was capable of do precisely that by maximizing training with out shedding premium enchantment.


The present class of useful drinks leans in direction of mass marketed, usually youthful, approaches; shiny colours, conventional typefaces, and abstracted illustrations. ROOK/NYC noticed Shrubbly’s aggressive differentiations as main belongings that required extra visibility than the present packaging was offering. Shrubbly, nonetheless fastidiously crafted from Sayre’s Vermont farm elements, celebrates the distinctive well being advantages of shrub fermentation from the fruit chosen to the natural honey added to the pure well being advantages of Apple Cider Vinegar. With so many optimistic layers of the model, ROOK/NYC was challenged to create a packaging system that translated every side to the buyer. 

Founder and Creative Partner, Mark Christou, emphasizes that “The model identification and design have been developed to inform a story world wide of shrubs and the spirit of wildness that comes from this farm-based model.” 

The depth and wildness of the distinctive flavors and Shrub processes are what impressed ROOK/NYC to create the matte black can. The black can expresses a robust presence on shelf, with shiny ingredient illustrations and typography in distinction. Flavor expectations and well being advantages are set on the prime of the can, with varied subheadings calling out extra optimistic attributes of the drink. ROOK/NYC designed the can with visible intrigue on the entrance of thoughts, aiming to proceed Sayre’s celebration of Shrubs’ distinctive qualities, and the fastidiously curated elements that go into every can. The centered illustrations and eyebrow formed redesigned emblem set the focus on stated elements, permitting shoppers to acknowledge the shapes of lemons, ginger, and pomegranate, whereas embracing the doubtless new shapes and descriptors of aronia berries and Apple Cider Vinegar. 

“ROOK developed the time period ‘Bubbly Superdrink’ to differentiate the drink from the direct and secondary aggressive set. We wished shoppers to have the ability to decide up the drink and perceive what it particularly entailed, whereas preserving a scrumptious and premium look.”  Co-founder & Creative Partner, Mark Christou, ROOK/NYC

Beyond the 4 full-wrap cans, ROOK/NYC partnered with Shrubbly on every taste’s 4-pack case designs, delivery trays, and web site belongings. Shrubbly’s new can designs, particularly of the 2 core SKUs, are rolling out as of Q2 2022, with 2 extra SKUs deliberate to launch within the 2nd half of this 12 months. 

While it’s nonetheless early phases of the brand new designs’ launch, Matt Sayre describes the results of this challenge as, “The new Shrubbly can designs are simply beginning to hit cabinets however we’ve got been sharing them with patrons throughout gross sales visits for the previous month. Buyers have expressed extra confidence of their potential to promote the brand new cans. They count on clients to be very drawn to the brand new cans. Current clients who we’ve got spoken to have all responded very positively to the brand new designs.”

Project Keywords

Beverage, Shrub, Sparkling Shrub, Bubbly Superdrink, Apple Cider Vinegar, ACV, Functional Beverage, Drinks, Design, Visual Identity, Brand Identity, Packaging Design, Tone Of Voice, Pomegranate, Aronia Berry, Lemon, Ginger, Flavor, Bubbly, Typography, Logo, Illustration


  • Agency location – New York,  NY
  • Product Market Country – US
  • Product Market Region – North America
  • Category – Beverage / CPG
  • Application – Brand Identity / Packaging Design 


ROOK/NYC is an impartial, full-service inventive company based mostly in New York City that focuses on branding, packaging design and inventive manufacturing. ROOK/NYC develops and deploys impactful, actionable inventive options to construct consciousness, drive consumption and affect tradition via collaborative partnership with their shoppers. 


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