Black is out, herbal, green and fruit are in.
The tea category is a traditional space, dominated by long-established heritage brands such as Tetley, Yorkshire Tea, PG Tips and Twinings. But things are changing.
The nation bought 867 million fewer cups of tea in the 12 months to May 2018 (source: Kantar data 52 w/e 20 May 2018), the steepest volume decline in four years.
The declining popularity of black tea was the key driving force behind the fall in volume. But the tea market was saved from a similar slump in value as Brits turned to pricier premium teas. Kantar data shows the value of tea rose by 0.6% to £669.2m over the same period.
Shifting demographics and taste.
But it’s not just the decline in black tea consumption that’s having an impact on the market, buyer behaviour is changing too. The influential millennial and Gen Z demographic groups are demanding more from tea – just like they are from a host of other foods and beverages. They want more premium varieties, and their expectations of what tea should be have changed, pushing the market to adapt toward healthier beverages brewed with high-quality leaves and botanicals, definitely no artificial flavours or ingredients. As a consequence, a plethora of new brands have come to market with innovative bold new blends, flavours and snazzy packing including Teavana and Australian brand T2.
Bright colours, bold statement.
Uteapia was designed to meet the needs of these consumers. It’s high quality leaves and innovative blends such as Energizing, Daytime Detox and Night Time Cleanse have been purposefully and beautifully crafted to appeal to a younger, more style conscious audience. The name and packaging exude quality and sophistication, bold primary colours and subtle geometric shapes combine to create impact and presence on shelf. The incorporation of the word ‘London’ alongside the brand name hints at the brand’s origins and helps position the product well for key export markets including Asia, Middle East and the US.
We took the client through a series of workshops, initially to define the brand name (origins, purpose, personality, positioning, audience, name types) and then to develop the overall look and feel (fonts, colours, typefaces, imagery, packaging formats). Getting to grips with the fundamentals and drilling down into the unique reasons why a brand is special helps with story creation – which in turn helps with messaging and positioning.