BLENDS. | TEA MARKET
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Blends is a tea brand that seeks to reinvent the market, giving an outgoing and different personality to a product that has remained the same for years. Blends has over 45 blends with combinations from strawberries, chocolate, caramel, cookies, CBD and more.
Problem:
Blends is an eCommerce brand that has been in the market for 4 years. The years of efforts of the owners had brought them to the point where they needed to renovate to make the next big step: their big entrance to supermarkets. For that, we needed a completely new product that was much more striking than the original. Keeping the initial effort that had been made at the beginning and preserving certain elements, both in the logo and on the packaging, as well as on the can and in all its communication.
Strategy:
The main objective of Blends is to get more people to start drinking tea. To accomplish that– we had to speak to an audience that was much more receptive to changes and had more information at hand, which meant branding, look and feel, and communications had to appeal to a younger audience. We had to give it a fresher look to the whole brand– that would move away from the conventional and be disruptive in the tea industry in Mexico, that would attract attention on shelves and meet the demands of the self-service stores.
Solution:
We started researching the background of the industry, the target, the competition, the values and habits of people, and the current reality of the market both; online and offline.
With the support of this extensive analysis of +200 pages, we were ready to create our data-driven strategy. The research helped us in the development of the branding and communication by understanding the best approach towards customers as well as the production of the digital campaign.
A special thanks to all the collaborators. Thanks for the many hours. ♥
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