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
![Tea-Thief-packaging-design2 Tea-Thief-packaging-design2](https://humannature.studio.nz/wp-content/uploads/2021/07/Tea-Thief-packaging-design2-scaled.jpg)
![Screen Shot 2021-06-27 at 2.51.53 pm Screen Shot 2021-06-27 at 2.51.53 pm](https://humannature.studio/wp-content/uploads/bb-plugin/cache/Screen-Shot-2021-06-27-at-2.51.53-pm-e1625183680554-landscape.png)
![christopher-burns-31s22xbZXQU-unsplash christopher-burns-31s22xbZXQU-unsplash](https://humannature.studio/wp-content/uploads/bb-plugin/cache/christopher-burns-31s22xbZXQU-unsplash-scaled-landscape.jpg)
![elizeu-dias-xarhNpLSHTk-unsplash elizeu-dias-xarhNpLSHTk-unsplash](https://humannature.studio/wp-content/uploads/bb-plugin/cache/elizeu-dias-xarhNpLSHTk-unsplash-scaled-landscape.jpg)
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.
![Tea-Thief-branding-tagline Tea-Thief-branding-tagline](https://humannature.studio.nz/wp-content/uploads/2021/07/Tea-Thief-branding-tagline-scaled.jpg)
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.
![Tea-Thief-packaging-design6 Tea-Thief-packaging-design6](https://humannature.studio.nz/wp-content/uploads/2021/07/Tea-Thief-packaging-design6-scaled.jpg)
![Tea-Thief-packaging-design5 Tea-Thief-packaging-design5](https://humannature.studio.nz/wp-content/uploads/2021/07/Tea-Thief-packaging-design5-scaled.jpg)
![Tea-Thief-packaging-design4 Tea-Thief-packaging-design4](https://humannature.studio.nz/wp-content/uploads/2021/07/Tea-Thief-packaging-design4-scaled.jpg)
![Tea-Thief-packaging-design7 Tea-Thief-packaging-design7](https://humannature.studio.nz/wp-content/uploads/2021/07/Tea-Thief-packaging-design7-scaled.jpg)
![Tea-Thief-brand-story Tea-Thief-brand-story](https://humannature.studio.nz/wp-content/uploads/2021/07/Tea-Thief-brand-story-scaled.jpg)
![frankly-packaging-design-australia frankly-packaging-design-australia](https://humannature.studio.nz/wp-content/uploads/2021/07/Screen-Shot-2021-07-03-at-10.11.45-am.png)