An Adagio Teas brand experience story.

1. Adagio Teas Brand Experience Story Seth Brewer January 2009

2. The Company Founded in 1999 with the aim of providing consumers with unmatched quality and variety of teas. Has become the most popular destination for tea online Among the highest rated companies on BizRate and Epinions Singled out by Consumer Union as having the "most trustworthy" consumer practices. Its products include loose teas, gourmet teabags, unsweetened ready-to-drink teas and imaginative teaware. In addition to its online store, Adagio Teas' products are available in many gourmet and health food stores, including Whole Foods, Wegmans and Earth Fare. adagio.com

3. The User Web pro for a Fortune 100 company. New to tea -- doesn't know much about it except that he likes Earl Grey. Goals: Interested in finding a good loose-leaf Earl Grey tea. Needs: Must feel a high level of trust with the company he is ordering from. Must be confidant that the product will be high quality and the transaction will be safe. Since tea is something the user is just experimenting with, he is very cost conscious. Self Portrait by Baron Von Foss Wired Magazine 2008

4. First Encounter

21. Second Encounter

26. Third Encounter

28. Fourth Encounter

32. Fifth Encounter

50. Conclusion This company has fully embraced the web as a business environment. The web is not just a part of their business, it is the core of their business. Using this site is like going to a small independent boutique brick and mortar. You feel comfortable and respected. You feel the owner is working hard for your business. You feel like an important customer. Adagio sells excellent tea. That fact is almost overshadowed by the passion for their teas and their customers that is on display through just about every available medium and at every point of contact. Brand = “how you make people feel.” Adagio makes you feel very good. adagio.com