Challenge

To calibrate creative visions, the Teavana team tasked their outside support to prepare a deck driving the Teavana brand. The ask was to examine the demographic, drive, vision, company culture and future trends and then curate a product assortment in line with those findings. Eyeing subtle shifts in Teavana’s company culture, (since the Starbucks acquisition), would be one of the underlying tasks of this project. Compiling cohesive assortments while showcasing eye-catching products would be another.

Action

Extensive amounts of research were needed to clearly define the new boundaries of the rebranded Teavana entity. After establishing clear direction from the brand,  I examined the audiences and applicable forecasted trends. Mixing all together and sifting out the best solutions led me to final product selections working within the Teavana arenas. While not necessarily tying back to tea and the surrounding ritual, these products embraced aspects of the Teavana brand and paired nicely with the brand as a whole.

Result

By exploring adjacencies like entertaining, pets and beauty products, allowed the various demographics of the Teavana brand to shine bright. Playing in spaces like ‘explore’ (outdoors) and ‘nourish’ (ritual) allowed me to point the Teavana brand on a path of exploration without being too tied down. In the end, this exercise extended the brand through the adjacencies, capitalized on like-minded, complementary products while aligning both teams; Teavana’s internal team and outer support (myself) to cultivate a better creative force for future projects.

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