Download - Teacademy
Hello, and welcome to the .
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
table of contents
the tea landscape
competitors
price range: $ 10 - 20 | buyer: the tea enthusiast
price range: $ 16 - 25 | buyer: the tea aficionado
price range: $ 10 - 20 | buyer: sophisticated tea consumer
for the connaisseur onlyyour major competitors are targeting
sophisticated consumers that are
well versed in tea infusing.
your tea story
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.
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.
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.
& 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
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!
logo suite
collateral
playful schooling the collateral presents the
brand with simplicity
identity system
illustration style
poetic imagerythe illustration style for
the teacademy brand is
genuine and whimsical
Illustrations by Adela Kang
step 3:steep your tea inboiling water fora few minutes
step 4:pour into your tea cup and enjoy
Let’s learn about infusing tea!
step 1:bring yourwater to a boil
step 2:put 2 teaspoons of loose tea in your steeper
packaging
friendly guidance step by step information on
how to brew loose tea
promotional objects
webmarketing
teas as peopleassociating real names
with teas makes the brand
friendly and approachable
tvprint
Todd - the tea novicethe character will introduce
teacademy in ads both online
and on television
Teacademy mailers the mailers will be sent to
customers that responded to
an online tea survey.
Thank you.