ABOUT THE BRAND
Teaquil offers a unique herbal tea blend that combines Hibiscus, Lemongrass, Chamomile, and Tulsi to enhance mood, boost immunity, ease anxiety, and improve digestion. Dedicated to wellness, Teaquil provides a non-caffeinated, 100% natural, and preservative-free tea that supports overall health. Each cup promises a rejuvenating experience, promoting a serene and healthy lifestyle.
PROJECT YEAR
2024
BRAND
Teaquil
CATEGORY
F&B
LOCATION
Bangalore
A NEW STANDARD IN WELLNESS, BEYOND TRADITIONAL TEA
The Ask
The main ask was to reshape the brand story of TeaQuil to emphasize its true essence and the remarkable journey that led to its creation. The story begins with a family member from the Madhusudan group who was diagnosed with cancer. While undergoing routine chemotherapy, doctors recommended a glass of red wine due to its high antioxidant content, which helps reduce oxidative stress. However, the family's religious and conservative beliefs prevented them from including red wine because of its alcohol content. This led to a search for organic drinks with similar antioxidant properties but without alcohol. TeaQuil, a decaffeinated product that mimics the taste of wine without the alcohol. The goal was to promote TeaQuil's health benefits to a broader audience, emphasizing its role in enhancing overall wellness.
TeaQuil faced the challenge of lacking a cohesive story and strong brand image. Despite its unique origins and substantial health benefits, the brand's narrative did not fully capture its essence. The aim was to establish a compelling brand narrative that resonates with consumers and communicates TeaQuil's unique value proposition.
Objectives
Building TeaQuil as a Symbol of Wellness, Quality, and Tradition
In developing TeaQuil's brand, we employed a rigorous approach combining both primary and secondary research to understand the wellness tea market, uncovering key insights that shaped our strategy.
Primary Research: Engaging with the Market and Consumers
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Customer Immersions and Surveys: Conducted in-depth interviews and surveys with target customers, gathering firsthand insights into preferences for wellness products, flavor profiles, and lifestyle priorities.
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Workshops and Tasting Sessions: Held workshops and tasting sessions with diverse consumer groups, refining TeaQuil's product offerings based on real-time feedback on taste, packaging, and value perception.
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On-Site Visits and Distributor Feedback: Visited retail outlets and wellness centers to understand current trends, assess shelf placement strategies, and collect input from distributors on consumer demand and product positioning.
Secondary Research: Industry and Competitor Insights
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Market Analysis and Trend Reports: Analyzed wellness and beverage industry reports, identifying growth drivers in the caffeine-free and antioxidant-rich segments.
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Competitive Benchmarking: Studied leading wellness brands and innovative products, uncovering key differentiation points that informed TeaQuil’s unique value proposition.
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Expert Consultations: Engaged with industry experts and nutritionists, who provided valuable insights on emerging trends and customer expectations, particularly regarding health benefits and premium positioning.
Key Player Evaluation
A comprehensive analysis was conducted to evaluate competitor strategies, strengths, and market positioning for actionable insights.
Research and Strategy
We began by examining the current wellness tea market, both locally and globally. While traditional brands like Organic India, No.3 Clive Road, SanCha Botique, etc.
dominate, they often lack the unique backstory and health-oriented appeal TeaQuil offers. This provided a foundation to differentiate TeaQuil by highlighting its origin story and wellness benefits.
Defining the Problem
TeaQuil's current brand story and perception were not optimal, failing to convey the remarkable journey and health benefits effectively. The brand lacked cohesiveness and a strong, compelling narrative to connect with its audience. We identified two primary objectives: Make the product appealing to health-conscious individuals → Our brand should emphasize wellness benefits. Reassure customers about the quality and authenticity of the product → Our brand should highlight natural ingredients and a transparent process. We wanted TeaQuil to be an authentic yet engaging brand that connects with consumers on a personal level, fostering trust and a sense of community.
Our Core Consumer
An in-depth analysis was conducted to identify and understand the demographics, preferences, and behaviors of the target audience for optimized engagement strategies.
We engaged deeply with a variety of customer profiles—from discerning connoisseurs and thoughtful hosts to adventurous experimental buyers—to gather valuable insights into their motivations and concerns. This understanding became the foundation of our brand identity, visual communication and design approach, ensuring a product experience that truly resonates with our diverse audience.
A tea connoisseur on a quest for the sublime, discovering the hidden sanctuaries of wellness with every TeaQuil sip.
Brand Evolution
Authentic Brand Identity Shaped by Storytelling
We anchored TeaQuil’s brand identity in its origin story, emphasizing the values of health, resilience, and family heritage.
Premium Wellness Tea Positioning:
Positioneifferentiated TeaQuil from conventional teas through its unique benefits—caffeine-free, alcohol-free, antioxidant-rich blends with a wine-like flavor.
Customer-Centric Value Proposition
Positioned TeaQuil as a brand focused on wellness, mental clarity, and a balanced lifestyle for diverse demographics, from wellness enthusiasts to luxury seekers.
