Thirst Craft – Teatulia Brand Creation
“Denver-based Teatulia were bringing their first ready-to-drink tea to market and turned to Thirst Craft for a bold new brand. Having made their name by regenerating 3,000 acres of land in Tetulia, Bangladesh before producing their organic leaf tea, Teatulia was now introducing their Denver-famous Tea Sodas to a wider audience.
Tea has a bad rep in America. Hot tea is what your granny drinks and iced tea isn’t really seen as ‘tea’. It was up to Teatulia’s category defining Tea Soda to wake up the sleepy world of tea. To do this, Thirst returned to Teatulia’s roots and the vibrant, exciting Festival of Colour, Holi.
Inspired by the bright, bold bursts of colour from the festival, Thirst used these colour eruptions to express the range’s vibrant flavour profiles. In a category dominated by tea leaves, ingredient illustrations and natural palettes, this strong approach paired with bold, block branding really shook up the shelf.”