HISTORY
It’s the late 1960s, yoga class teacher, Yogi Bhajan is serving a delicious and aromatic tea made of Ginger, Cinnamon, Clove, Black Pepper and Cardamom. Affectionately named ”Yogi tea” by his yoga students, this traditional tea was made according to a family recipe Yogi Bhajan brought with him from India. When blended and brewed, this blend leaves you feeling vibrant and alive, while supporting overall well-being. Inspired by the belief in the power of herbs on the body and mind, a number of Yogi Bhajan’s students set out to share this delicious tea – a grassroots endeavor that eventually grew into the Yogi Tea Company by 1984.
PURPOSE
We believe our purpose in business is to serve. Yogi was founded on this belief and still uses the idea of using business to serve as its guiding principle:
“Feel Good, Be Good, Do Good.”
For us, this means more than just creating deliciously purposeful herbal tea blends. With every ingredient we source, and every cup of tea we make, we strive to support quality, sustainability and social responsibility on a local, national and global level.
RESEARCH
- Group and Individual Interviews
- Market research
- Visual Research
- Historical research
PROBLEM STATEMENT
Yogi tea needs to be rebranded because the company is not emphasizing the history and mission in a high quality, clean, and modern way that attracts new consumers.
REBRAND
The rebrand of Yogi Tea will be high quality, clean, and modern while emphasizing the history and mission of the company. The components of the rebrand are a new logo and packaging design. This rebrand will attract a new range of consumers, and excite dedicated Yogi Tea drinkers.
BRAND GUIDELINES
The logo includes a serif typeface emphasizing the patterns. The logo also includes a lotus leaf, emphasizing Yogi Tea’s yoga aspect. The patterns are based of Indian decor. The colors also represent India. Each tea will be in a silver tin can with a wrapped label. A yoga position label will be included in the lid, and tea bags will include the Yogi Tea logo. For advertising, there will be many pictures that ephasize Yogi Tea’s mission and purpose.
PACKAGING DESIGN
MAGAZINE ADVERTISMENTS
INSTAGRAM PAGE
