Project Overview
Facing an over-crowded tea market and increasing competition from a variety of new beverage types, Stash wanted to explore new positioning strategies to amplify its unique value relative to the goals and expectations of today’s tea consumers—namely, health and wellness, ingredient quality, and great flavor.
I helped Stash distill the brand’s core strengths, extract key insights from consumer research, and develop potential positioning strategies where the two intersected. Once we had a number of viable concepts, the next step was to explore how each position might be communicated on package, then test each option to see how the concepts resonated with Stash’s target audiences.
Role
Strategist & Creative Director (at Rupphaus)
Contribution
• Research & Strategy
• Creative & Art Direction
• Design & Copywriting
