Shrubbly, founded by Matt Sayre in early 2020, was established on the basis of turning old-fashioned Shrubs into a modern functional beverage. Having launched Shrubbly and hit shelves merely weeks before the pandemic began, the initially positive consumer reaction was quickly diminished by the larger safety matters at hand.
Come late summer 2021, with more regular consumer habits on the return, Sayre approached ROOK/NYC hoping to elevate Shrubbly beyond the level of his earlier established functional beverage category competitors. ROOK/NYC, a New York-based independent creative agency known for creating disruptive brands and packaging designs, was able to do exactly that by maximizing education without losing premium appeal.