April 18, 2013

Making it hip to drink Chinese tea

I met a good friend in a coffee shop here in São Paulo this evening.  Next to the counter where I was ordering a mocha,  there was a display with an assortment of tea products under a brand that caught my attention:  Or Tea?  

What a wonderfully intriguing brand name, especially because these products were displayed in a place where people come to enjoy the obvious... a cup of coffee.  A brand that doesn't go against its primary contender but beautifully suggests that there is an alternative.   The question mark creates an invitation to reflect that there are other options, other than espressos, cappuccinos and lattes.

The packaging art direction was different than anything I've seen in the category.

When I got home, I looked up the brand and on their website.  This is the concept.  In a World of bold messaging, I loved the subtleness, simplicity and storytelling graphics.


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