NEW TEA DRINKING HABIT by Corilio for Gourmet Tea

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Industry Coffee, Tea, Breakfast Drinks
Media Design & Branding
Market Brazil
Agency Corilio
Creative Director Teresa Guarita Grynberg, Marina Siqueira
Released May 2010

Credits & Description

Category: iii. Premium Brand
Advertiser: GOURMET TEA
Product/Service: TEAS
Date of First Appearance: May 12 2010
Entrant Company: CORILIO, BRAZIL
Creative Director: Teresa Guarita Grynberg (Colírio)
Creative Director: Marina Siqueira (Colírio)
Creative Assistant: Anielle Pinna de Lucca (Colírio)
Project Manager: Renata Leite (Colírio)
Media placement: tea packet - supermarket - 12/06/2010
Media placement: direct mailing - restaurant, 10000 mailings distributed - 23/06/2010

Describe the brief from the client
Create a visual identity for the new brand of organic teas THE GOURMET TEA, including the creation of packaging for 6 lines of tea (green tea, black tea, white tea, roooibos tea, oolong tea and ayurvedic tea). The brand must be distinguished from existing domestic and, especially internationally, where would your potential competitors. The Gourmet Tea must communicate to young people especially, not used to drinking tea.

Describe the challenges and key objectives
Create a new habit of drinking tea.

Describe how you arrived at the final design
In order seek differentiation from the endless choices of traditional tea packages, full of information and details, developed a very clean visual identity. For the brand, we have used simple but very up-to-date drawing source. For the packages, we chose to work essentially with colours, selecting a palette of 36 shades, relating each one of them to the feeling of the blend. The proposal sought to attract a younger and more modern public to the universe of teas, creating a distance from more traditional tea brands, like the five o’clock tea. The packages have become objects of desire and decoration items!

Give some indication of how successful the outcome was in the market
The line of organic teas The Gourmet Tea has been success since its launch! It has been advertised in many Brazilian and foreign magazines and websites, not only gourmet publications but also behaviour and fashion outlets. In stores, restaurants it stands out in shelves! People started to drink the tea and, in addition to having an excellent quality product, they bought more than one can to have home, as a decoration item. The result of all of this was the launch, this year, of the LOUNGE STORE THE GOURMET TEA and the creation of a new line of special products.