Take a Teaventure.
Life's most exciting journeys are led by friendly guides who share your passion for discovery. Good Earth Tea leads you on an expedition that reflects your personal tastes and interests -making tea exploration feel like an adventure. We invite all curious and intrepid souls to travel the fascinating world of tea, effortlessly and at your own speed.
THE CHALLENGE
For years, Good Earth Tea struggled with establishing a strong brand identity, frequently changing their logo and package design every two years. This inconsistency left consumers unable to easily recognize or connect with the brand. Despite these challenges, Good Earth Tea remained committed to rebrand targeting millennials, particularly those with a strong sense of adventure and a passion for unique, bold flavors.
THE SOLUTION
I created a concept called “Take a Teaventure” which targets the adventure seeker / tea enthusiast who wants to know more about where their tea is coming from.
Campaign Activation
This concept brings the origin of tea to life by having a picture of the location as the package background. Consumers can also subscribe to receive a “teaventure package” which gives them the opportunity to explore even further. Inside the package is their choice of tea flavor, a mug, and travel card. The travel card is good for one tea destination. When enough tea is purchased to earn 5 stamps on the card, consumers earn an all inclusive trip to that particular tea plantation for a personalized tour and stay.
