the tea spot, maria upenski
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July 2013 Posts


Blog Entry

The Tea Spot Launches New Brand Identity and Online Tea Store

Monday, July 29th 2013 @ 4:59 PM

After an extensive strategic marketing review process, The Tea Spot, a leading producer of handcrafted loose leaf teas and creator of Steepware®—housewares tools that make loose tea easy—has today announced the completion of a complete rebranding that includes the launch of a new retail website with their new brand identity.


Maria Uspenski, CEO of The Tea Spot, said of the launch: "I’m proud of the way we bring healthy, great-tasting luxury to our customer’s days. Thanks to our exemplary customer service, great products and creative eye from our CMO Jessica Kochik, our brand has evolved one which reflects both luxury and accessibility. Both our product packaging and our new website communicate with confidence that we are a brand that delivers great quality and value in an upscale product line.”

The development of the new brand identity is the result of a brand architecture and business analysis as well as of in-depth consumer interviews for the Boulder, Colorado-based for-profit philanthropic tea business and brings into visual focus the company’s positioning of “making loose leaf tea your everyday luxury”. The new retail website seeks to communicate this brand positioning and encapsulates The Tea Spot's total offering, from handcrafted loose leaf tea, available in bulk and in gift tea tins, to premium quality Steepware® and tea gift sets. Their consumer-oriented website seeks to improve the user experience with improved browsing and navigation, brief product descriptor overlays to help in the selection of tea, large high-resolution product images, and expanded Tea 101 sections to help educate visitors looking to learn more about different tea types, health benefits, and how-to steep loose tea, among other topics.

This rebranding comes at a time when The Tea Spot's offerings continuing to grow in worldwide distribution. A significant export market for The Tea Spot is Canada, and Uspenski selected Chez Valois, a Canadian design firm to design the new brand identity. Established in Montréal in 2004, Chez Valois Branding & Design has grown from a motivated creative duo into an award-winning creative team recognized for its unique approach on packaging design. The studio designs premium brands with a real commercial edge. Chez Valois’ Vice-President, Sylvie Racicot commented on The Tea Spot’s rebranding: “The Tea Spot wanted to refresh its packaging platform with an evolutionary solution that was not completely disruptive from its previous look. Inspired by Boulder, Colorado’s natural wonders, the company promotes the health benefits of high quality tea leaves and their cancer wellness donation program. Our agency preserved the brand equity The Tea Spot had acquired in the U.S. market by creating a whimsical, playful and colorful platform mixing photography and naive illustrations for the company’s signature products, which showed off the high quality tea leaves and various flavor personalities. Our award-winning team has enjoyed renewing The Tea Spot’s visual identity as well as their consumer packaging platforms.”



About The Tea Spot, Inc.

The Tea Spot is a for-profit philanthropic business producing handcrafted loose leaf teas and Steepware® – the tools that make loose tea easy. The Boulder, Colorado-based woman owned and operated company was founded by Maria Uspenski in 2004. A cancer survivor drawn to the health benefits of leaf tea during her recovery, she set forth to modernize the loose-leaf tea experience. Her message is simple and powerful: tea in its freshest form renders incredible flavor, unmatched health benefits, and is Eco-friendly. The Tea Spot is a Certified B Corporation and ensures that its products uphold clean, sustainable and fair manufacturing standards. The company’s model of social entrepreneurship incorporates a culture of giving as it grows: ten percent of all profits are donated in-kind to cancer and community wellness programs.

SOURCE: The Tea Spot

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