Tnuva
DESIGNING THE MOST ICONIC AND BELOVED DAIRY BRANDS IN ISRAEL THAT STAND OUT IN EVERY FRIDGE
Tnuva
DESIGNING THE MOST ICONIC AND BELOVED DAIRY BRANDS IN ISRAEL THAT STAND OUT IN EVERY FRIDGE
Wissotzky Tea
EVERY DAY PREMIUM
Brand Identity
The Challenge
Expand the design to reflect an "Every Day Premium" experience. Emphasize taste, sensory experience, and raw materials at the core.
Return control of the selection process to the consumer.
"Clean" and organize the shelf to enable intuitive navigation and clear understanding of each category: "Classic," "Green," "Herbs," and "Pleasure."
Additionally, highlight the broader series that span categories: the "Premium" series and the "Benefits" series.
The Goal
Introduce excitement into the relationship with the consumer, helping them feel that they are making an active choice rather than choosing "automatically." Encourage awareness of the variety and innovations within each category.
The Strategy
After many years in which the Wissotzky brand led the health and green tea category in Israel, a strategic shift is now required. The market has voiced a clear need for Wissotzky to convey that it is more than just about health – it's a world of taste and experience: indulgent chai and bold flavors, a rich mixology of fruits and ingredients, and a choice that’s not merely a compromise against the world of coffee, but a source of enjoyment and delight – a "blow your mind" experience.
To achieve the desired impact, we chose to focus on three significant elements:
- Illustrating the ingredients and culinary elements within the teas and infusions.
- Emphasizing the strength and complexity of the products' presence on the shelf.
- Creating a "guiding line" for the customer to enhance the user experience through instructions and recommendations – adding milk to chai, recommended steeping times, and other suggestions.
These three actions may sometimes seem like an impossible mission, but at Wissotzky, we always say – when there's an opportunity, reinvent yourself.
Brand Impact
The Wissotzky brand has been around for approximately 175 years, is recognized in every household in Israel, and is perceived as the beloved and high-quality tea.
Wissotzky offers a wide range of products across various categories.
The goal of the branding was, on the one hand, to preserve Wissotzky's brand identity and, on the other hand, to create differentiation between categories and put taste at the forefront.
As the category leader, Wissotzky has a responsibility to educate about tea drinking and knowledge, and to make it easier for the customer at the point of sale.
The concept of creating an information area at the bottom of the front panel simplifies the purchasing process and usage while enhancing the taste experience.
Next Project
Brand Identity, Motion Graphics
