After joining the Starbucks family, Teavana shuttered its loose-leaf retail stores and looked to relaunch as a modern tea brand for a younger generation. To help smooth this transition, Swift was engaged to reenergize the brand visually and tonally across multiple channels.
Knowing that millennials crave experiences with depth and dimension, we were confident Teavana could speak to them. Swift worked closely with the Teavana team, from strategy to concept to production, to introduce two new product lines to the world: bottled iced teas and hot tea sachets. We positioned Teavana as a tea brand for today that inspires you to discover vibrant layers of flavor. The work includes pre-roll videos, a revamped social presence with lots of fresh content and a new .com experience. At every touchpoint, we’re showcasing Teavana’s snappy flavors and unexpected ingredient combos to attract new fans and stand out in an over-steeped marketplace (sorry, couldn’t resist).