Hello,
and welcome to the .
table of contents your tea story the tea landscape our strategic influsion logo suite collateral identity system illustration style packaging promotional objects marketing web/tea/tv contact information
your tea story
the tea landscape
You produce and package loose teas that are of good quality and you would like everyone to know that. Your teas are not purchased by the tea idealist (like a very knowledgeable enthusiast), but by the casual consumer of tea who likes it as an everyday beverage or treat.
competitors
Your large variety comes in over 40 blended flavors, such as spiced green, black and red teas, traditional varieties like earl grey, and inventive blends like floral and fruit-infused herbal teas. All tea is sold in bulk and you would like to continue this as the only way to purchase the tea. Your standard tins are approximately 3�x3�x31/2� and close with a friction lid. In addition to that, you also sell tea in small paper bags that hold approximately twice the contents of the tins. The typical price range of the standard tin is $ 5-7 for conventional blends and up to $ 12-20 for the special blends. Along with your tea, you are interested in selling accessories such as infusers, sweeteners and artisan style tea pots and brewers, though tea should always be the main focus.
price range: $ 10 - 20 | buyer: the tea enthusiast
price range: $ 16 - 25 | buyer: the tea aficionado
Until now, you have used the sell-at-home and online direct sales and you have been moderately successful. You are interested in making a national level push on the marketing and advertising using both print and the Internet. You plan on extending your selling points for you teas to regional and local stores such as Publix, Target and Kroger, as well as smaller regional and local retailers that focus on kitchen products, artisan foods and boutique sales. price range: $ 10 - 20 | buyer: sophisticated tea consumer
for the connaisseur only your major competitors are targeting sophisticated consumers that are well versed in tea infusing.
our strategic infusion We learned about your tea, we drank it everyday. We looked for that unique thing about your tea that everyone should know. The thing that would make more people discover, enjoy and commit to drinking your tea. Then we looked at your competition and analysed what their are doing well and what their target audience is. What we discovered is good news. We discovered a niche in the market that you could occupy. We found who you should spike a conversation with: the novices. Show them the way. Teach them tea. This is why we created the teacademy. A brand that is friendly, approachable and inviting. Like primary school. A brand that makes the experience of infusing tea a simple process that over time becomes second nature. Like writing and reading. Engaging the novices has a tremendous marketing potential since people tend to commit to their first positive experiences. Like the first teacher. Or the first love. We are excited to share our vision for the teacademy. Where the teachers are kinds of tea and they patiently show you the way to an a+ cup of tea. Where you can always get a 100% certified organic tea. Ready? 1, 2, 3 - Let’s make some tea!
& marketing plan introducing a new name: teacademy re-designing the packaging personifying the various teas enhancing the online experience introducing the novice in a TV commercial
logo suite
collateral
playful schooling the collateral presents the brand with simplicity
identity system
illustration style
poetic imagery the illustration style for the teacademy brand is genuine and whimsical Illustrations by Adela Kang
packaging
Let’s learn about infusing tea!
step 3: steep your tea in boiling water for a few minutes
step 1: bring your water to a boil
step 4: pour into your tea cup and enjoy
step 2:
friendly guidance step by step information on how to brew loose tea
put 2 teaspoons of loose tea in your steeper
promotional objects
marketing
teas as people associating real names with teas makes the brand friendly and approachable
web
tv
Teacademy mailers
Todd - the tea novice
the mailers will be sent to
the character will introduce
customers that responded to
teacademy in ads both online
an online tea survey.
and on television
Thank you.