Steal the moment
Tea Thief
This quirky little business is passionate about two things – the outdoors, and a good cuppa. On Australia’s Surf Coast, they lovingly blend organic tea with a good dose of humour.
Services •
Brand strategy
Brand positioning
Story & messaging
Packaging design
Product photography
Clarify the vision •
Brand strategy
Positioning
A competitor analysis showed that naturopathic tea is traditionally portrayed as subdued or medicinal. This created an opportunity to stand out. By taking a more joyful approach to wellness, we gave Tea Thief a unique position in the market, with vibrant and fun specialty blends. To further differentiate, we chose to embrace the Surf Coast setting – creating a brand that would become unashamedly Aussie.
Bring it to life •
Brand story
Messaging
Packaging design
The tagline encouraging people to “Steal the moment” resonates with carefree locals, while also appealing to city-dwellers that are weary of their fast-faced culture. Inspired by vintage holiday posters, the bright packaging was designed to conjure up aspirations for the simple life. Each one depicts a form of active relaxation, reinforcing the brand’s upbeat perspective on wellbeing.
