BASECREATIVE

Truly Tea

Redefining holistic tea flavors

Truly Tea, a boutique tea shop from Byron Bay, Australia, creates specialty teas made with naturally healthy, pesticide-free ingredients. Tea master Nyoli Scobie trained in Sri Lanka, bringing her tea skills back home where she hand-blended each tea to ensure premium quality from small batches.


While Truly Tea introduced tea harvest partnerships with businesses in Sri Lanka and Boseong, South Korea, they wanted to bring their product to a wider consumer base in the Asia-Pacific region. They reached out to Base Creative for packaging redesign that would speak to the Asian market while retaining the brand’s Australian heritage and cultural essence.

Reached 4.8 out of 5 stars for Facebook reviews

Truly Tea introduced new tea collections

Generated increased reach overseas and in-store

What we did

We worked with Truly Tea to strategize what they wanted from their product expansion and how we could help them achieve their goals. We began with research and market insights into the Asian consumer base before moving to a brand strategy that would serve to position Truly Tea as an innovative yet authentic loose-leaf tea brand. Next, we identified how the brand would appeal to the Asian consumer base. We redesigned the brand logo and packaging, taking into consideration existing We redesigned the brand logo and packaging, taking into consideration existing teas.

Brand Identity

Packaging Design

Research

We focused on tea industry research that would reveal insights into how well Truly Tea would do in the Asian-Pacific region. Our research showed that a growing number of Asian consumers see tea as a beneficial, health-boosting, energy-driving beverage. Younger consumers and those with disposable income have shown the most interest in specialty teas, especially in Japan, China and India. 

Traditional black and green teas have long been a staple in many Asian countries, while coffee has seen a solid increase in the past few decades, posing a threat to the tea industry. However, our research showed that specialty products focusing on the premiumization of tea, especially bold, innovative flavor combinations, are seeing a favorable increase in market share. Ready to drink (RTD) teas and specialty loose-leaf teas have seen wide appeal, with loose-leaf green and herbal teas holding the market majority – 36% of new product launches in 2017 alone. 

Brand Strategy

Considering our research showing the Asia-Pacific tea market CAGR of 2.4% for 2018 through 2023, we created a brand strategy that would support market-driving forces of health-consciousness, sustainability and food origin. By marrying Australian origins and cultural significance with streamlined health preferences across a growing consumer base, we helped place Truly Tea as a unique product among other new product launches. 

Brand Identity

We knew the importance of illustration’s ability to create an emotional connection without words. Taking a product from the Australian market to the Asia-Pacific market required careful use of visual design that would highlight authenticity while generating appeal to new consumers. We designed several package examples and narrowed in on the packaging and logo that would appeal to the Asian consumer base; this packaging would have dedication to wildlife and natural areas, along with a sustainability and health focus. 

Packaging Design

Marketing and Communications

To test our packaging design, we used marketing campaigns and online testing that would confirm our choice for Truly Tea’s Asian market launch. 

Summary

Truly Tea

Reached 4.8 out of 5 stars for Facebook reviews

Truly Tea introduced new tea collections

Generated increased reach overseas and in-store

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