Brand Challenge

We helped Salada update their Green Tea brand to synchronize their portfolio, architecture and communication hierarchy. Our strategic goal was to infuse Green Tea with contemporary energy and create a segmentation approach that clearly distinguishes product attributes.

Compelling Results

• Based on purchase decision paths, we clarified brand message priority for all Green Tea SKUs
• To connect with “Care for Myself” consumers, an effervescent green color resonates “better for you”, back-to-nature health
• With eye-catching impact on shelf, the adaptable design easily supports future line extensions