Challenge

A personality-filled cup of tea for the discerning drinker.

When a tea taster with a family heritage of trading tea wanted to take his stronger tea to the New Zealand market, he approached Voice to develop a brand position and name for his product.

“Our client’s vision was to help New Zealanders learn how to drink tea properly,” says Voice Account Director Neil Sparksman. “He wanted to educate Kiwis to develop a taste for a higher quality beverage and to celebrate the tea making experience itself.”

The challenge was to enter the competitive tea market with a promise-conveying brand that would differentiate on tea quality and taste.

“The tea market in New Zealand is really cluttered. We saw opportunity in client’s own personality, experience and family heritage – a perfect platform for taking the brand forward. The target audience for Kanns Tea wasn’t those who drink five cups of ‘gumboot tea’ a day, but rather the discerning tea drinker who enjoyed the ‘ritual’ of tea making, where quality was important”.

Voice worked closely with the client to develop a name, a logo and modern, beautiful packaging designs.

CUSTOMER

Kanss Tea

What we did

Strategy and Positioning, Logo and Visual Identity Design, Marketing and Sales Collateral, Packaging

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