Joe's Tea Co. : How to build a brand from a tea bag

This case study details how Joe's Tea, a UK-based tea startup, launched from scratch on a platform of youthful desire, turning tea into a lifestyle choice, and tapping into increasingly health-conscious consumers.

Joe's Tea Co.: How to build a brand from a tea bag

Campaign details

Category name: BeveragesAgency: Echo Brand DesignAdvertiser: Joe's Tea Company

Executive summary

Entrepreneur and tea expert Joe Kinch came to Echo with the objective of launching his own tea brand. Joe's fundamental desire was to create a tea brand that would champion a shift in the category, behave as a lifestyle brand and inject youthful desire into one of the UK's most established sectors. Joe recognised that the tea landscape would change, with growing ranges of speciality teas catering for more health-conscious consumers.With this...

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