Naming, identity · 2024
Pip & Ferment
Two siblings brewing kombucha in an Al Quoz warehouse unit, under a name three other brands were already using.
The challenge
Dev and Anya Mistry brewed their first kombucha in a kitchen in Mirdif and sold it at weekend farmers’ markets as Live Culture Co. When cafés and delis started asking for it, their lawyer found three other drinks brands using almost the same name.
They needed a name they could register, remember and say across a busy café, and labels that told six flavours apart in a crowded fridge.
The idea
Every good ferment starts with fruit. Pip & Ferment says what’s in the bottle and sounds like a corner café you’d want to sit in. On the labels, each flavour’s pip becomes a character, set on a block of colour bold enough to pick out from across the room.
What we made
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Naming
212 names on the wall, six on the shortlist, trademark and domain checks with their lawyer before anyone fell in love.
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Identity
Wordmark, the pip characters, a colour for each flavour and a short set of rules the founders can use themselves.
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Labels
Six alcohol-free flavours in 330ml bottles and cans, plus tap badges for cafés.
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Tasting bar
Signs, menu boards and glassware for the tasting bar that opened in the warehouse in 2025.
What happened
- time the trademark application went through
- 1st
- stockists, up from 22 at the weekend markets
- 160
- flavours, each one findable in a crowded fridge
- 6
From the project
Tap any photo to see it larger.
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Launch day at the tasting bar -
One colour and one pip per flavour -
Al Quoz, opened 2025 -
The naming wall, week two
We came in with a name nobody could remember and left with one people order by. Baristas say it out loud now, which is the whole point.
Want this kind of loud?
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