The brief was to rebrand the Qi Tea packaging and associated marketing collateral for the Australian marketplace, ensuring a competitive advantage in the premium speciality tea category.
The goal was to produce a recognisable and consistent visual identity for packaging, point of sale and advertising media that reflects Qi Tea’s Organic and Fair Trade provenance while positioning the brand as a premium specialty tea. The design is influenced and informed by natural organic elements, the tone and palette reflect the ingredients, history and craftsmanship involved in the production of the the product.
Qi Tea is currently the most widely distributed speciality tea in Australia, with a very high consumer loyalty. The rebranding needed to appeal to both the existing customer and attract the new health conscious consumer looking for alternatives to the mainstream brands.
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