Nashi Chai

A holistic wellbeing brand of tea that encourages the sipper to slow down and connect to their inner knowing.
Playful, nurturing and a little mystical, this brand home-made in lutruwita/Tasmania, is formed around community and wants to build a deep connection with their customers.

Deliverables

+ Brand Articulation
+ Visual Identity & Logo Design
+ Copywriting
+ Packaging Design
+ Videography
+ Custom Font Creation
+ Digital Marketing Strategy + Content
+ UX Testing + Survey Creation

In this fast-paced world it can be a luxury to have and take time for yourself. (What’s all that about, anyway?)

When I was approached by the beautiful Natasha to create a label for her tea, I was stoked to work on creative for a product I personally knew and enjoyed immensely.

During our initial conversation we realised we needed to build her Brand from the ground up, and dig deep into the company’s Purpose, Point of Difference and Personality.

Here’s the full story…

The Creations

During our initial discussion the client and I realised we needed to build the Nashi Chai brand from the ground up. I created the a series of exercises I now call my Brand ARTiculation, in order to discover the Brand Purpose, Point of Difference and Personality of Nashi Chai.

After this extensive deep dive, I used the data found + my own target audience and market precedent research to design a unique visual identity, tone and brand elements to communicate the client’s product and values of thoughfulness, connection, nurturing and modern mysticism to great effect.

The Process

Throughout my time studying at Foundry, our recipe for creative success has entailed the following 6 steps. Does it look familiar? It’s the same method industry leaders such as IDEO use, and I’ve been honing the process in over 60 projects over the last 3 years.

All designers probably allocate their time a little different through the process, but I heavily invest my energy into empathising with the client and then empathising with the target users through-out testing.

The collaborative effort between my client and I during the craziness that was the first wave of COVID-19, meant meeting via zoom whilst we dug deep into a set of Brand ARTiculation workshops I curated. It was here that we determined the brands values, contribution and “why”. We then finalised how we wanted viewers to think and feel about the brand.

Test Results

Testing Conducted via Google Form Survey, 2020 - https://bit.ly/chaibrandsurvey

Target Market Feedback

Making of Nashi Chai Marketing Clip

The Future of Nashi Chai

In 2021, we’ll be looking at organising assets for Nashi Chai’s first appearance at a local market!

In 15 years time, Natasha wants to offer not only the most ethical, delicious chai tea but also offering a range of other products and service that help people reconnect to themselves. I am so stoked to have been there when it all began, and to be asked to help lay the foundation for this exciting concept.

Watch this space!

Socials and website coming soon @nashichai :)