Tea Culture Of The World, a whole-leaf premium teas start-up was about to make a shift from being a B-2-B supplier to directly entering India’s retail tea market. We were appointed to design just the retail packs but soon the engagement translated into a full blown rebranding journey. Our duties now involved designing the brand architecture, brand experience, brand language, e-commerce website and the retail experience.
For a well-travelled new-age Indian consumer who’s open to trying out new experiences but at the same time loves his ‘chai’ we needed to relook the premium whole leaf tea category in a younger, fun and agile way to reflect the shift from B2B to retail, from elitist to approachable, from expensive to aspirational.
We started with rebranding the logo. A free-flowing, hand lettered typeface was especially created to let us to write the brand name in the shape of a teakettle. The brand architecture was designed to simplify the portfolio with 100+ teas and 300+ SKUs making sure everything from the 100+ tea nomenclatures, packaging, retail store, e-commerce and website reflected the brand philosophy. We simplified and demystified this new category to present it in a clean, bold, no nonsense but approachable pick-me-up packs at the busy retail counters. We displayed the beautiful teas in big inviting transparent jars at pop-up stores inviting folks to come and experience them.
In a country where premium gifting for Diwali, Wedding & corporates meant dry fruits & chocolate at most, TCOTW was one of the trendsetters to introduce a healthy alternative. We thoughtfully crafted and designed each gift pack keeping in mind individual requirements for weddings, corporates, festivals and bespoke personalized gifts, thus creating a new revenue stream.
Within a month of opening its first retail store in Mumbai, TCOTW saw a steep rise in retail and e-commerce sales and the revenue grew many folds post the engagement.
One of the first few brands to launch whole leaf teas in a retail format, Tea culture of the world is now one of the most sought after exotic whole leaf tea brands in the country with a presence in 200+ stores across top retailers, shop-on-shop segments, modern and general trade, restaurants, cafes, hotels, and has created a niche for itself in the premium wedding and corporate gifting segments.