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Project TEAURA

Synopsis

Tea is the only beverage which represents the most common taste of India. Tea is a source of living, a refreshing drink, an excuse for discussions, a part of gossip culture and a household tradition in India.

With Teaura, we at Absolute'i we wanted to build a brand that invoked a cultural revolution.
We envisioned a brand that was powered by nature.

A brand that connected the tea farmers with the customers globally.

With our smart tools and global resources, we examined the implications of the brand choice, created new experiences, and opened doors to growth for Teaura.

Industry

Tea Industry
Beverage Industry

Sphere of Work

    - Building the brand architecture
    - Constructing brand identity
    - Brand Positioning
    - Website
    - Digital Marketing
    - Packaging
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3

Products Created

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60 Days

Time Needed

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3

Platforms Launched

Nomenclature

BRAND NAME

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Teaura is combined using the words tea and aura which defined our product as a tea with a positive aura.

An aura that can be a different experience.

A brand name that evokes compelling imagery to enrich the story and enhance engagement.
A brand name which is easier to Speak and easiest to Spread.

TAGLINE

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Tea as a beverage not just adds value to the taste but also refreshes our frame of mind

This tagline suggests that the brand narrates tales through tea by letting the customers have an experience like never before.

It represents us as a brand which goes all the way to deliver the highest quality of tea made from the highest quality of tea leaves.
A tagline that makes all the difference!

Obstacle

- We had to create an effective effective offline-to-online branding strategy for the brand.

- One of the major obstacle was to stack up better against the competition.

- Keeping the traditional aspect of the brand intact while marketing it the millennials

Corollary

- Effective strategy was made for the brand to instantly gain recognition and reach further amongst customers.

- Right from creating the core of the brand, having a concept based approach to brand building, the brand built an identity beyond just the products.

- Built a brand personality that made the busines more memorable

Brand DNA

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  • BRAND'S TONE OF VOICE

Together Warm + Expressive + Passionate approach form the perfect combination of the tone of voice we wish to establish for Teaura

  • BRAND POSITIONING

For Teaura, Absolute’i wanted to position it in a way that attracts tea lovers. Apart from bringing in the tea admirers community, we also took advantage of the brand’s tea expertise to build trust and a strong sense of brand identity, which helped us create an earthy rooted approach.

CORE VALUES

Making of the Identity

  • RESEARCH - Moodboard

  • COLOR PALETTE

  • BRAND TYPOGRAPHY

  • LOGO RESEARCH

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  • COLOR WEIGHTAGE

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  • PATTERN RESEARCH

FINAL PATTERN

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FINAL IDENTITY

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  • BRAND COLLATERALS

  • BRAND PACKAGING

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