The document outlines a promotional campaign for a tea product called 'Releaf,' designed to redefine tea consumption by focusing on its beneficial aspects and providing a satisfying alternative to traditional bitter teas. It includes information on branding elements such as logo design, color palette, and communication strategies, aimed at targeting consumers aged 18-54 who may perceive tea negatively. The campaign will feature various marketing tactics, including a website, print ads, and interactive truck events, to engage consumers and promote the hashtag '#releaf.'

1. Mandy Fong
The name of the product is Releaf, a word play on the word ‘relief,’ but also the vibe and purpose
of our brand. What we want to take away is the expectations that tea is bitter and tasteless, but more
importantly, our tea will help you end your long day. We want to redefine tea and take advantage of the
benefits of tea. The swatch palette consists of the colors: green, yellow, orange, red, and blue. Our brand
name will use a natural sans-serif font, “Kaushan Script.” The body text and subtext will be ‘Ancillary,’
‘Petita’ and ‘Expressway.’ The font and colors will give the overall theme of natural relaxation and
removing stress. Our bottles (sketches and ideas included) will be glass with leaf emboss/pattern/texture
popping out to give the bottles personality (not sure what that’s called). It would be ideal to sell it next to
Tazo bottled teas in supermarkets like Whole Foods or start out the brand in cafes like Starbucks or local
cafes in major cities. We want to also encourage our consumers to use our hashtag “#releaf” so we can see
the environment and see when they will drink our tea especially during times of relaxation. This hashtag
will be used on Instagram, Twitter, and Facebook. We want to encourage our consumers to share the relief
Releaf gives them with their family and peers, so it will spread our brand. Logo has not been set, but ideally
we want a leaf to represent the brand. The leaf logo needs to be special and not generic of course, easily
recognizable and distinguishable. The brand’s goal is to emphasize the use and purpose of the brand and
redefining perception of tea.
Storyboard: We are lead by the camera with different protagonists. The protagonists show the different
types of consumers who will benefit from drinking Releaf tea; deliveryman, runner, business owner,
waiters, etc. We end with the waiter/waitress drinking and relaxing while enjoying Releaf after a long day
of work.
Website: Our website will give the consumers more information about the brand. Information will go from
facts about the benefits of tea in general to our tea’s essential benefits. It will follow the color theme and
use the fonts we have assigned throughout the brand.
Print ad: The idea of the ad follows our goal: redefining or definition of tea. What better way to show this
than to define what our tea is by tying the definition of what “relief” is to our product. It will be a series of
definitions of “relief” (also shown in the sketches). Using a simple design of a leaf falling into a bottle
(ideally our own bottle) to signify the tea leaves being used in our product.
OOH: Inspired by Monster Energy and Vitamin Water (and many more) approach, we will give away free
sample bottles of Releaf, to add into the idea of redefining the taste of tea. We want these trucks to be
around urban neighborhoods such as Williamsburg or Greenwich Village and in college campuses. This
truck will present our brand name. We will have people inform any participants about our tea and the
benefits and purpose of our brand while giving away our sample bottles. We will also have a “wishing tree”
next to the truck to make the consumers or participants of the event more interactive with our brand, so we
can also take something from giving away our teas. The participants will have to write their aspirations in
relief or what and how they relieve themselves after a stressful day or a tiring day. The forms will be in a
style of tea.

2. Mandy Fong
CREATIVE BRIEF
PROJECT: Promotional Website and Print Ad
PRODUCT: Releaf – Mango Peach Tea Blend
1: WHAT ARE WE TRYING TO ACCOMPLISH?
• Change the perception of tea
• Our tea will help consumers feel relieved after a long day
2: WHO ARE WE TRYING TO INFLUENCE?
• Men and women 18-54
- Juice and tea (particularly fruity tea) lovers and non-lovers
- People who think tea is bitter and cannot be satisfying
- Consumers who work long hours and college students
3: WHAT DO THEY THINK NOW?
• Coffee keeps me awake, but I want something that I can unwind to.
• Tea is disgusting. It’s bitter and bland.
4: WHAT DO WE WANT THEM TO THINK?
• This tea helps me feel satisfying after a long day
- I like that I don’t have to spend time brewing my own tea
- This tea sounds and looks pleasant
-
5: WHY SHOULD THEY THINK THIS WAY?
Because this tea…
- Is affordable, yummy and accessible
o Available in supermarkets (Whole Foods); Local cafes in urban areas such
as West Village, Williamsburg etc.; College campuses
- Can help you end your day gently
6: HOW WILL THIS BE COMMUNICATED?
• :30 TV spot
• Print Ad
• OOH: Truck and Wishing Tree
• Product website
7: WHAT IS THE TONALITY OF THE COMMUNICATIION?
• Nurturing and modern spirituality with ancient spirituality
- use of natural colors
o using leaves to reconnect the product source
o colors of our flavor: mango and peach (red, pink, yellow, and orange/green)
- use of soft cloud like textures
! !

8. Releaf
Releaf
Releaf
Releaf Petita
Ancillary
Expressway
Kaushan Brand
Body
Subtext
Body

9. Releaf
About Tea Facts Our Tea Connect
Releaf
Mango Peach
Tea Blend
#releaf
What helps you
feel relieved?
Share your secrets!
About Us Our Tea Tea Facts

10. noun
the pleasant and relaxing feeling
you get when drinking our tea
Releaf