It’s Fully Loaded Tea time for Subplot Design Inc. The Vancouver-based brand design firm was hired to help launch the new premium tea, which hit the market in February.
Fully Loaded co-founders Katya Popoff and Olga Lenova paired up because they believed there was a vacancy in the premium tea markethigh quality loose leaf teas or whole leaf teas packed in nylon bags. Fully Loaded Teas are packed with real fruits, berries and whole tea leaves, and each blend is enclosed in a pyramid bag, which, says Popoff, produces stronger flavour than most teas. It’s potentially a very lucrative market because it is no longer considered a commodity by consumers, says Popoff.
“Even traditional tea companies, like Lipton and Celestial Seasonings are getting into this category by producing their own blends packed in pyramid bags,” she says. “We saw that our major competitors in the ultra-premium specialty tea category were trying to appeal to a younger consumer and saw an opportunity to stand out.”
Popoff and Lenova wanted to target young urban professionals and upper-income luxury-lovers, and hired Subplot last July to help reach that audience and carve out a unique brand personality in the premium tea market. “We chose Subplot because they understood our brand strategy the best,” says Popoff. “We liked the fact that they… were excited about our products and what we wanted to achieve with our brand.”
Subplot came up with eye-catching packaging and retail displaysadvertising won’t debut before August.
While Popoff and Lenova named all of their teaslike Shameless Berries, Naked Strawberry, and Sweet AddictionSubplot came up with bold, opinionated statements that dominate each package face: “When did we start to say ‘and the award goes to’ instead of ‘and the winner is’? Just seems so weak. Shameless Berries Fruit Tea is more likely to jump up on the stage, grab the mic, and give a shout-out to its peeps. Mad love. We out!”
Brand positioning is very important and Fully Loaded Tea wants to position itself as “exciting, witty, sleek and modern,” says Popoff.
“We get a lot of initial interest in our products simply because of the design of the packages, which is so different from any competitor who try to be understated and subtle.”