B&B has partnered with The Herbtender on the launch of a range of five organic teas, crafted with adaptogens, functional mushrooms and herbs. The agency worked on the original brand creation of The Herbtender – covering brand positioning, creative strategy, naming, brand design and packaging – across its initial product offering of adaptogenic supplements.
The brand’s exciting move from supplements into teas mirrors the growing influence of wellness on more traditional food and drink categories, with 73% Brits saying wellness is an everyday priority [McKinsey].
“This growing interest in health and wellness is more than a passing fad and will continue to influence the hot beverages market in the coming year,” says Kantar, “Wellness is one of the mega- trends driving consumer choices across grocery”.
As specialists in brand creation working at the cutting edge of product innovation, B&B are experts on the overlap of wellness with food and drink.
“The growing interest in both nutritional supplements and functional beverages has created an exciting middle ground into which brands from both food and wellbeing are stretching, resulting in a highly competitive and innovative space,” says B&B‘s Head of Strategy, Lisa Desforges. “Over the past few years, we’ve created some of the most successful brands in this sector – including functional smoothie brand Mockingbird Raw Press; allergen-free food brand Superkeen; the targeted probiotic supplement, Smart Strains; and of course, The Herbtender, who are now making the leap into teas.”
Effortless Daily Rituals
The Herbtender‘s organic herbal teas fit perfectly alongside the existing supplements range, through a set of defined need-states that allow diverse products to sit together as a family. This paves the way for all manner of NPD based around core wellness needs, from sleep to focus to energy. The five new teas – Good Morning, And Breathe, Good Night, Pure Focus and Vital Glow – sit within this system, and are subtly colour-coded to match their counterparts in the existing supplements range, acting as an easy entry into the fascinating world of adaptogens.
The illustrative design style bucks the traditional approach of focusing on ingredients, and instead evokes the need state – and resulting benefit – that each tea meets. The packs tell a story that brings to mind the taste and feeling of the tea, including discoverable details and key ingredient information to help consumers understand more about adaptogens.
In keeping with The Herbtender’s philosophy of creating high quality, clean and planet friendly products, the range uses the highest quality, organic, medicinal ingredients, are packaged in planet friendly, 100% recyclable and plastic-free packaging, with even the tea bag string being organic, and every tea sold contributes 1% of profits to environmental causes through 1% for The Planet.
Source: B&B studio
B&B studio continues its partnership with adaptogenic experts The Herbtender with positioning and packaging design for a new range of organic herbal teas added by newsroom on
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