Masculine
Funny Serious
Picture 6 – Map perception 2
Proceeding from Map perception two free zones are existed in the semantic space of perception: feminine/ serious area and masculine/funny area. Also as a result Mellow Tea is preferred brand-name and the basic emphasis in the positioning should be naturalness. So the positioning should be built in these semantic areas.
3 Stp and Brand Story
3.1 Brand Identity
Identity pyramid of the MelloW tea brand is based on the main characteristics, which are put into the MelloW tea concept. Identity pyramid is presented on the image further.
Picture 7 - Identity pyramid
3.2 Packaging
The offered designer packaging is based on the brand identity and include:
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Main color – white with light green bloom.
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Package is bright, fresh, laconic and screams “I am the naturalness itself!”
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Logo is handwritten and lighted from below
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Central image is relief tea leaf that indicates the flavor of the tea – green, flavored, fruit, etc.
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Green line pattern awakes associations with steam and woman’s body
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Premium Collection – masstige class tea with strong premium character
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Package color – matt black
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Golden logo and letters
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Tree from original Wissotzky Premium Collection
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Color stripe indicates the flavor (e.g. red – Deep Red Forest)
Picture 8 - Packaging
3.3 Ideas for communications
Some ideas for communications reflect the basic concept - naturalness in communication, that means:
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Different tastes-different moods in life
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Mood of your day-according to your mood you choose tea (relaxing/energizing/…)
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Consumption not only after work but before and during it (add the mellow energy to your day)
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Different situations of consumptions in advertising (not only home or café)
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Mellow – inspirational tea (gives you not great mood, but inspiration – maybe great men drink tea and generate ideas – like apple)
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Address slogans:
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Mellow tea – fits to YOUR mood
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From our family(family company) – to yours
And which are expressed in the concrete proposals:
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For Shocoladnitsa:
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To put little green plants on tables with Mellow tea’s label attached to their leaves
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For Digital:
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To make special interactive page on YouTube where plants may grow through the page
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To make windows on the main website with information about the impact of every package of our tea on the environment
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For Retail
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To make promo stand with our production. It should be properly decorated to highlight the idea of naturalness (for example we may put a little green plant in a round fish tank and place it on the top of this stand)
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3.4 Brand Story
MelloW tea’s positioning in communications are reflected in the MelloW tea brand story:
MelloW tea is for people who like the variety of flavours but also value their health and the health of their families. Instead of differentiating on quality as many tea companies do, we focus on naturalness supported by huge experience of Wissotzky company on the tea market and strong commitment to provide true components.
In spite of naturalness is the core value of the MelloW tea, we also follow the trend of widening our flavour range. So you can reach the genuine taste of your favorite flavour in a natural way.
MelloW tea by Wissotzky:
What we offer: Natural flavoured tea
For whom we offer: People who value natural and deep taste of herbal or fruit tea
What differs us from others: MelloW tea focus on Naturalness, not only on quality