I was drinking kombucha in the car, listening to Beck's "Loser". I started singing along, replacing the lyrics from "I'm a loser baby" to "I'm a boochy baby" and bam! Boochy Baby was born.
Immediately I knew I wanted to create a fun brand with a character to represent it. Taking inspiration from Beck's Southern California vibe, I wanted to base the brand in Venice Beach. Cool and chill, but light and friendly.
I began drawing some character sketches, referencing pictures of people from Venice Beach, but nothing seemed to connect. Then I thought about how kombucha is made, and wanted to take the not-so-picturesque scoby and make it front and center. This would give the brand a unique identifier, and would be a lot of fun. Thus, Toby the Scoby was born.
Toby is featured uniquely in every aspect of the brand. Each can of kombucha shows Toby in a range of moods and activities, from being in love to being sick, from skateboarding to attempting to rollerskate. Creating Toby's personality with illustration and copy was a blast, and I hope Boochy Baby makes you laugh.