how can we challenge the challengers in the tea aisle?

The Brief

Founded in 1972 in California and owned by Tata Global Beverages, Good Earth is a brand that was originally operating in the US and Australia, however it had lost its way.

We were approached to create a new brand strategy for the business to launch in the UK as well as giving their existing portfolio a complete overhaul.

Our Approach

Herbal and flavoured teas often smell amazing but the taste doesn’t live up to expectations. Good Earth wanted to be different, with full flavours and natural ingredients. Working closely with Tata Global Beverages, we developed a clear brand strategy and positioning for Good Earth to live and breathe within. The new brand positioning of ‘Bold Flavours of Nature’ gave us permission to play to the product's strength of fuller flavour teas. With this strong foundation, we built a vivid architecture based around hyper-real, full-flavour worlds. Each ’world’ acted as a flavour beacon on the shelf that not only made the range easy to navigate but also cut through the clutter of a highly saturated category.

Now listed in major supermarkets, the brand is getting the cut through that we hoped for!

Good Earth Tea: Brews that dare to be different