Full of life

To help 'No.1 Kombucha' rebrand and reposition to 'No.1 Living', and to launch two new product lines to market, our approach was to move them from an FMCG brand to a wellbeing brand. In order to do this, we needed to rethink how they were going to market through on-trade and off-trade, as well as direct to consumer. When we looked at their audiences we decided that rather than trying to continuously educate aspirational, health focussed, time-poor customers about what kombucha is, we should change the narrative and behaviour.

We first looked back at the entire brand hierarchy, positioning, purpose and messaging and created a new brand strategy that purposefully linked founder and England rugby legend, Jonny Wilkinson, to the idea and embodiment of the role of the body in wellbeing, to help people to get more out of life – focussing on value beyond product.

Our creative and brand strategy has been all about product recognition and brand building. Now that there is an ecommerce website in place we plan to roll-out a hub of editorial and social content focussed on wellbeing and value of the brand beyond product, which is built on our 'For people and planet' wellbeing cycle strategy that will drive the brand forward in everything they do.

'Full of life', now also the brand's strapline, is a literal representation of all their products, full of live cultures, but was born out of establishing the brand's responsibility and now champions it. This sits at the very centre of the creative strategy, and it's the main checkpoint for anything the brand says, produces, where it sells and everything it does.

This overarching approach has created a difference, not only through product offering but through the fresh views on health, wellbeing and the planet, as well as being honest and open with the customer to help them get more out of life.

From the very first meeting, Hatched understood our challenges and quickly found an intelligent and creative solution to our brief. They are a great team and good fun to work with but more importantly, they truly cared about our brand and everything we were trying to do.

Alex Walker, Head of Marketing


In redirecting the approach to the brand it has opened up lots of different opportunities for No.1 Living and a greater recognition. More importantly the focus has shifted from purely Kombucha to products connected to all round wellbeing. This has helped to balance the commercial requirement and success of the business with the purpose of it and has elevated on both fronts.

There has been a dramatic increase in sales both online (since the start of the pandemic) and in-store (since lockdown was eased), for both trade and direct customers, as well as an increased drive to widen the product range.

We're really excited to have given the brand a great foundation to build from and that, led by founder Jonny Wilkinson, No.1 Living goes from strength to strength.


  • Creation of a new brand positioning and creative strategy, working directly with the founder, Jonathan Peter Wilkinson, CBE.
  • Ownership of the advertising and social advertising – including creative strategy, creation of content, reporting and community management, increasing following and engagement (particularly on Instagram by over 500%.)
  • The recent creation of a digital strategy that includes a content plan aligned with the new positioning and insight taken from the audience and the wellbeing sector.
  • Support and exploration of NPD within the export market, assisting with translations and local cultural themes and trends.
  • Created a satellite content creation studio for proactive and reactive asset development and deployment.

Hatched have built us a platform to really develop and evolve No.1 Living and we look forward to building our relationship with them as the brand grows.

Tim Lennox, CEO


Creative & brand strategy, Campaign strategy, UX strategy, Advertising (press, social, digital, DM, POS, OOH), Content & social strategy, Copywriting & content creation, Brand/Web/UX design, Web development, Project management.


No.1 Living - Branding, advertising and product design

To help 'No.1 Kombucha' rebrand and reposition to 'No.1 Living', and to launch two new product lines to market, our approach was to move them from an FMCG brand to a wellbeing brand.

Feel free to get in touch

We'd love to chat


+447866854908 andy@hatchedlondon.com