| Tea Spree
2010 REBRAND 100 Winners > notable
Industry: Beverages
Enterprise Rebrand
Country Base: Switzerland and USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Dr Dunner (DD), a Swiss tea selling across Asia and Eastern Europe wanted to enter the North American market. Consumer testing revealed that DD had little appeal to North American consumers.
Challenge:
• Creating a brand presence in the mature and saturated US tea market.
• Creating a unique luxury brand with a commodity product, and a pyramid tea infuser that is similar to those of established brands.
• Developing luxury packaging for environmentally conscious consumers.
Strategy:
• Identifying freshness and organic as benefits consumers valued and DD could deliver through the tea farms it owned in China.
• Communicating freshness through the notion of the tea flying directly to you from a "Tea Spree" through the name, logo and travel inspired narrative.
• Creating travel inspired conversation pieces that encourage story telling. Engaging copy brings a smile to your face at every turn.
• Creating eye catching hexagonal packaging forms that efficiently accommodate the pyramid tea infuser.
• Emphasizing reusability with a gift box that doubles as a refillable serving tray and a kit box that doubles as a storage container.
Result:
Tea Spree launched in June 2009. The following are some typical partner comments:
"Your line is beautiful and I am passionate about your product."
Florida gourmet food broker.
" The response was all favorable, a lot of ooing and cooing."
Florida gourmet food buyer.
"Thank you for the samples I love them."
Buyer at a major specialty New York City food retailer.
Credits:
Client: Alpine Pure - www.teaspree.com
Brand Strategists/Designers: Stage - www.stagebranding.com
Strategist: Dominic Jones
Creative Director: Sharron Menninger
Designers: Sharron Menninger, Tim McGrath, Megan Jones
Writer: Eve Moore
Web Design: Chad Morris
Photography: Joel Benjamin - www.joelbenjamin.com
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