From Tea to Wellness:
Brewing a Premium
New Identity
Client
Ausum
Year
2021
Scope of Work
Branding, Media, Packaging
How can we help a beverage company recognized widely as a tea brand reposition itself as a wellness brand?
We moved from depicting a highly colourful homegrown tea brand to one with a premium look and feel, which echoed their pillars of being organic, sustainable, healthy and straight from the heart.
When you think of wellness it conjures up images of pastel shades amidst the serenity of nature. Take a step back. Is that what wellness is all about?
How do you create an identity that can evolve across domains?
To do this we examined the three facets of wellness:
Physical wellness
Social wellness
Mental wellness
These three facets inspired the core element of the Ausum brand identity. The triangle can be found across the brand design, from the logo to its social media grid.
