EVERBRAND & CO. CRAFTS MODERN IDENTITY FOR HONA SPARKLING KARKADE DRINK

Brand and marketing consultancy Everbrand & Co. has developed the identity and visual language for Hona, a newly launched sparkling karkade drink. The project reimagines the traditional hibiscus beverage as a modern sparkling refreshment, combining cultural familiarity with contemporary branding to create a distinctive presence in the beverage market.

Brand and marketing consultancy Everbrand & Co. has developed the brand identity and visual language for Hona, a newly launched sparkling karkade drink that aims to reimagine a familiar traditional flavour for a contemporary audience.

Created from the ground up, the Hona brand was designed to translate the well-known taste of karkade—an infusion made from hibiscus flowers—into a modern beverage concept that feels fresh, vibrant and relevant to today’s consumers. The project involved shaping the product’s overall identity, tone and visual communication to ensure the drink stands out in an increasingly competitive craft and speciality beverage market.

The sparkling drink blends the bold, tangy character of hibiscus with lively carbonation, presenting a refreshing twist on a beverage that has long been enjoyed across parts of the Middle East and North Africa. Positioned as both nostalgic and contemporary, Hona is intended to appeal to consumers seeking familiar flavours presented through a modern lifestyle lens.

According to the agency, the brand development process focused on transforming a culturally recognised drink into a distinctive, market-ready identity capable of resonating with modern consumers. By combining storytelling, strategic positioning and a cohesive visual language, the aim was to highlight the drink’s heritage while giving it a clear and contemporary personality.

Founded a decade ago and operating from Cairo and Dubai, Everbrand & Co. has built a reputation for developing brands through data-driven marketing strategies and creative storytelling. The consultancy’s work spans brand creation, customer experience design and communication strategies that seek to strengthen connections between brands and audiences.

The agency says its approach blends creative thinking with audience insight, enabling companies to translate their vision into brand narratives that are both engaging and commercially effective. Through this process, it aims to help brands establish lasting identities that can grow with evolving consumer expectations.

With Hona, the agency has sought to reinterpret a classic flavour profile in a format suited to contemporary beverage culture. The sparkling karkade drink, with its vibrant hibiscus taste and effervescent character, is intended to be enjoyed chilled as a refreshing, modern take on a traditional favourite.