GT’s Kombucha Brand Identity–Ten years in the making.

Every day, I ask myself: What will surprise me today? Big little moments emerge when you seek them. And last week, I had an incredible one.

I’ll try to keep this short—but I doubt I can.

Back in 2014, I had the privilege of working with GT’s Living Foods, a company founded by GT Dave, as they looked to refresh their brand identity. Those who know me understand my passion for brand identity—logos specifically. Logos fascinate me because our brains process visuals 60,000 times faster than words. In a split second, a great logo can convey a brand’s entire essence.

At the time, GT’s brand had been designed years earlier at the firm where I worked (Hornall Anderson). While it had served them well, it no longer reflected the company’s evolution. GT’s products—mainly kombucha then—are all about living foods and their synergetic health benefits. But their logo—a gold, typography-driven mark with a circular frame and fleur-de-lis garland—didn’t capture the brand’s holistic mission.

So, the exploration began.

I was deeply involved in the design concepts, particularly the logo. As I pulled together mood boards and sketches, an idea struck me. GT’s brand needed to feel alive, human, and centered in wellness. Then I saw it—in an image of a meditating Buddha. The pose, the posture… and suddenly, I saw how GT’s initials could form a meditative figure.

Sketch by sketch, it came to life—a flowing ligature, an iconic, emotive mark. It was perfect… or so I thought. We presented the concept along with other variations. To my disappointment, the client chose a more familiar, letterform evolution.

Fast forward to 2025—a former colleague reached out: "Hey, did you see the new GT’s logo? I think it’s the one you designed years ago."

I hadn’t. But when I looked—there it was. My creation.

Over the years, I’ve stayed in touch with GT Dave, always admiring his entrepreneurial vision. So, I reached out to congratulate him on the update. His response? Patience and vision. "I thought it was brilliant at the time," he said. "Just a little too soon for us. Now, we’re ready."

Moral of the story: Never give up on your ideas. Believe in others. Trust in the serendipity of timing. The best ideas are always worth waiting for.

Or, as GT Dave says in every closing correspondence: Be well.