SereniTea Brand Extension
Where SereniTea Began
SereniTea’s journey began in the serene hills of a small village, where a group of friends, each with a deep passion for nature and a love for tea, embarked on a quest to create something truly special. Their journey was sparked by a shared desire to reconnect people with the simple pleasures of life and to promote well-being through the art of tea drinking.
The founders, drawn together by their mutual appreciation for the healing properties of herbs and botanicals, began experimenting with blending different ingredients sourced directly from local farmers and trusted suppliers. They spent countless hours in their humble kitchen, meticulously crafting and refining recipes until they achieved the perfect balance of flavors and aromas.
Driven by a commitment to sustainability and environmental stewardship, the founders made a conscious decision to use only the finest, all-natural ingredients, free from artificial additives or preservatives. They sought out organic farms and ethically sourced suppliers, forging partnerships based on mutual respect and a shared vision for a healthier planet.
Today, SereniTea continues to honor its roots, remaining true to the values that guided its inception. Each can of tea reflects the care and craftsmanship of its founders, inviting tea lovers everywhere to savor a moment of serenity in every sip.
Who It’s For
The target demographic that SereniTea is aiming for is the GenZ and Millennial age range. Most millennials are on social media where it’s easier for companies to advertise their products. Connecting with this demographic means understanding the mindset and needs of millennial consumers in the health and wellness space. The many things Herbalife could do to connect with millennials are to emphasize the health and wellness benefits of the new SereniTea products. By highlighting the use of natural ingredients, sustainability, the positive impact on overall well-being, providing clear information about the sourcing of ingredients, manufacturing processes, any certifications, and using eco-friendly packaging resonates well with millennials.
The Challenge
The main issue at head is getting away from Herbalife’s image and reputation. SereniTea, being a sister company of Herbalife, needs to completely reshape the whole company. I was selected as the lead designer for my expertise in logo design and marketing. Another reason I was selected is because of my age. Being a millennial myself I know what my generation likes in terms of aesthetics and looks when we’re shopping for products.
Section 3: Your Solution
As SereniTea continues to grow and evolve, several new affordances emerge, reflecting both the company’s commitment to innovation and its dedication to providing exceptional tea experiences:
- Online Tea Subscriptions: SereniTea introduces a convenient online subscription service, allowing customers to receive their favorite teas delivered directly to their doorstep on a regular basis. This service offers flexibility in frequency and customization options, ensuring that customers never run out of their favorite blends.
- Tea Tasting Events: SereniTea organizes regular tea tasting events both online and in select physical locations, providing customers with the opportunity to explore new flavors, learn about tea culture, and engage with fellow tea enthusiasts. These events foster a sense of community and deepen customer loyalty.
- Interactive Virtual Tea Experiences: Leveraging technology, SereniTea launches interactive virtual tea experiences, where customers can participate in live tea ceremonies, guided tastings, and educational workshops from the comfort of their own homes. These immersive experiences offer a unique way to connect with the brand and learn about the art of tea.
- Custom Blend Creation: SereniTea introduces a custom blend creation service, allowing customers to personalize their tea blends based on their preferences and dietary needs. Through an online platform or in-store consultation, customers can select from a wide range of ingredients to create a truly unique tea blend tailored to their taste.
- Sustainability Initiatives: Building on its commitment to sustainability, SereniTea implements new initiatives to reduce its environmental footprint, such as eco-friendly packaging options, carbon offset programs, and partnerships with organizations dedicated to conservation and environmental stewardship. These efforts align with the values of environmentally conscious consumers and further differentiate SereniTea as a responsible brand.
- Tea-Infused Culinary Experiences: SereniTea collaborates with renowned chefs and culinary experts to develop tea-infused recipes and culinary experiences, showcasing the versatility of tea as an ingredient in cooking and baking. These collaborations introduce customers to new ways of incorporating tea into their daily lives and inspire creativity in the kitchen.
By embracing these new affordances, SereniTea continues to delight and engage customers while staying true to its core values of quality, sustainability, and innovation in the world of tea.
The timeline of the ad campaign will run for a few weeks in order to push the name and flavors of SereniTea.
Section 4: Results (Hypothetical)
As word of their delicious teas spread, demand grew, and SereniTea evolved from a passion project into a thriving business. With a dedication to quality and a steadfast commitment to their principles, the company expanded its offerings, introducing new blends inspired by traditional recipes from around the world. After just one month of pushing the new product, SereniTea has caused Herablife’s sales to increase by 175%. With the new demographic not being aware of Herbalife’s mishaps, the company is growing again in a new light.
Section 5: Critical Stimulus
After creating a SWOT analysis for Herbalife I came to the conclusion that the main threat is the company itself. Over the years Herbalife has dug themself quite a deep hole and in order to get themselves out, they’ll need to change.
Section 6: Paper Prototype
The new logo was voted on by my professor and classmates. The logo is a tea pot that is split by a negative space “S”. Then to give the logo balance I wanted to also split the colors of the logo to almost give it a Yin & Yang feeling to it.
Section 7: Digital Prototype
To the left is the original shape of the logo before it was tweaked to fit with the font. After the font was selected the logo came together as a hole. One critique was that font was slightly illegible with the logo behind it. To fix that I used the shape builder tool in adobe illustrator and made more negative space around the letters. The final logo can be customized to suit any color or flavor.
The final logo has kept the color green from Herbalife’s original logo. Keeping the all natural and organic vibe it holds.
Section 8: Digital Prototype (Content Marketing or Mobile)
The featured poster showcases SereniTea’s 4-Pack and 2 other flavors. The flavors they’re most known for is their green tea, elderberry black tea, and their pomegranate black tea.
