Crafting an exotic escape
- Brand Identity
- Brand Design
Our client owned a legacy diamond jewellery business out of South India, a market heavily biased towards gold jewellery. They sought to scale their market penetration and revenue across channels, including digital. This posed a dual challenge – persuade households to develop an intent for diamonds over digital touchpoints, minus the allure of in-person trials.
At heart, premix tea users are consumers who savour their cup of tea; most premix tea in the market falls short of the ideal experience they associate with their daily rituals. We channelized this understanding to arrive at a brand narrative that was all about an authentic experience, not just the convenience. The solution – Unbrew Your World – became an invitation to escape the ordinary, discover freshness, and unlock new, flavourful experiences with every sip.
The authentic and novel premise of the brand’s flavours were reflected with a powerful brand ecosystem and visual identity. Each flavor was expressed as a unique persona + animal from the forest. This lent depth to storytelling while driving product collectability and consumer relatability. The visual identity sparked a narrative that was distinctive, aesthetic, globally adaptable and unlike anything else in premix teas.
“The brand was category-defying in a way and we made sure this made its way to the customer at every touchpoint, especially packaging. It was a conscious decision to break away from functional FMCG design and build a fully immersive forest-inspired visual world. The mascot, a friendly lion, symbolised warmth, companionship and adventure, making premium approachable.”
Our solution drew in customers into the brand narrative – a world filled with sensory experiences and a refreshing time, one authentic cup a time.
