tea

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Branding a new project

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tea

  1. 1. Tea Truck in New York Ya Wen Lu Jin Sun Park April 13, 2010
  2. 2. Brand Mission Our tea truck delivers the ultimate tea experience by providing an easy and quick access to a variety of quality tea from various regions around the world
  3. 3. We proudly present new means of relaxation and self-realization: Our tea truck represents a piece of mind on busy streets of New York. Through our tea truck, tea drinking and its unique culture will penetrate into your daily life, changing the perception of tea and building a closer and stronger relationship with tea. It will also replace the traditional morning rituals of drinking coffee by introducing the art of tea.
  4. 4. Quality Our Tea Truck Convenience Price Brandscape Analysis Identifying the white space
  5. 5. price convenience availability wide range of choice availability wide range of choice convenience friendly staff convenience friendly staff wide range of choice specialty pros friendly staff atmosphere assurance (established brand) toilet lack of choice limited availability quality price unfriendly staff lack of seating area price crowd cons quality crowd time-consuming unhygienic Brandscape Analysis Pros & Cons
  6. 6. Persona 1: Carolyn Fowler, 40 Occupation: Volunteer Coordinator (Non-Profit) Location: West Village, New York City Favorite Tea: Floral tea • not satisfied with options so brings her own tea and drink it at her office • loves to go to tea houses during weekend • doesn’t mind spending money for quality tea • loves to read and watch movies, especially indie films, but doesn’t watch TV
  7. 7. Persona 2: Alexia Neely, 23 Occupation: College Student Location: Lower East Side, New York City Favorite Tea: White tea • does not understand the complexity of the art of tea but drinks tea because it’s “cool” to be different and is also good for health • weight-conscious and crazy about antioxidants and buys “packaged” teas • loves shopping at vintage stores
  8. 8. Persona 3: James Smith, 34 Occupation: Financial Analyst Location: Tribeca, New York City Favorite Tea: Hoji tea • looking for alternatives for coffee to be more health-conscious and wants to know more about tea • financially stable and well-traveled • sophisticated and modern, sometimes attends gallery openings to socialize • has the-state-of-art audio system at his loft
  9. 9. Brand Drivers • Approachable • Nostalgic/Quaint ( “updated version of childhood ice cream truck) • Playful/Innocent • Comforting/Warm • Authentic/Original • Refreshing • Gourmet/Artisan/ Bon Vivant
  10. 10. Approachable
  11. 11. Nostalgic/Quaint
  12. 12. Playful/Innocent
  13. 13. Comforting/Warm
  14. 14. Authentic/Original
  15. 15. Refreshing
  16. 16. Tea Bags
  17. 17. Packaging
  18. 18. Cha-Cha Cha-Cha Cha-Cha Cha-Cha

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