Summers spent visiting my brother in Atlanta, GA, with the rest of my family bring back warm (more like scorching hot) memories. With his skills in the kitchen, I always knew our trips would involve tasting his latest culinary creations. One visit as a teen, this involved sampling his homemade kombucha—SCOBY and all. On that same trip, we took part in one of the best summer activities: river tubing. Naturally, we packed his kombucha, or “booch,” for the float down the Chattahoochee River—aka the “Hooch.”

And just like that, Hooch Booch was born!

For the packaging, I set out to create the ultimate refresher for a day of tubing and summer adventure. With six unique flavors crafted from locally sourced Georgia ingredients, every sip embodies the spirit of the region.

The floral logo pays tribute to Georgia’s state flower, the Cherokee Rose, while the flowing ligature in the typographic logo mirrors the endless, meandering rhythm of the Chattahoochee River—an ode to the brand’s roots and the carefree lifestyle it celebrates.