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.