Yogi Tea
The
Opportunity
Decades ago, holistic, herbal blends were mostly reserved for boutique shops and specialty health stores. But as wellness became a mainstream consumer trend, the market welcomed many a new tea brand into the fold—and iconic Yogi found itself competing for share. To keep its loyal base and lure a new legion of consumers, Yogi asked us to revitalize its brand: amplifying the rich brand story to compete with boutique labels and mainstream power players.
We partnered on
- Brand Strategy
- Visual Identity
- Packaging Design
The Outcome
Double digit
Growth
Propelled with a holistic rebrand that conveyed Yogi’s heritage in a contemporary way, while educating new audiences on its impressive range of offerings.
Following the enormous success of its rebrand, Yogi teamed with us again to develop its “club” collection: a new brand focused on mass appeal for European retailers. With a stronghold on the herbal tea aisle, Yogi saw the opportunity to expand into the supermarkets and mass chains that lacked artisanal appeal. We helped them do it by balancing exoticism with access—bringing the philosophy and rituals of tea down to earth for the everyday shopper
