Tea for a new generation
The millennials target group demands more transparency, more sustainability and a positive attitude. In order to emphasize the brand’s good intentions, the design has to come across as more natural, friendlier and less industrial.
Our analysis had shown that the products of Teekanne were shopped on “Autopilot Mode” at shelf. But new tea brands were starting to get on Millennial’s radars through digital and chat, creating brand buzz. Teekanne needed to own the screen as well as the shelf if they wanted to keep up.
We knew Millennials like sharing. But they only share stuff they like or think is cool and which makes them look cool. We helped Teekanne create cool “Instagrammable” digital designs and posts that drove sharing and buzz putting Teekanne at the heart of the conversation.