Steal the moment

Services •

Brand strategy
Story & messaging
Packaging design
Product photography

Tea Thief

This quirky little business is passionate about two things – the outdoors, and a good cuppa. On Australia’s Surf Coast, they lovingly blend organic tea with a good dose of humour. 

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Clarify the vision •

Brand strategy
Positioning

A competitor analysis showed that naturopathic tea is traditionally portrayed as subdued or medicinal. This created an opportunity to stand out. By taking a more joyful approach to wellness, we gave Tea Thief a unique position in the market, with vibrant and fun specialty blends. To further differentiate, we chose to embrace the Surf Coast setting – creating a brand that would become unashamedly Aussie.

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Bring it to life •

Brand story
Messaging
Packaging design

The tagline encouraging people to “Steal the moment” resonates with carefree locals, while also appealing to city-dwellers that are weary of their fast-faced culture. Inspired by vintage holiday posters, the bright packaging was designed to conjure up aspirations for the simple life. Each one depicts a form of active relaxation, reinforcing the brand’s upbeat perspective on wellbeing.

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"We could not be happier. We love our new look (and so do our customers and stockists). We would highly recommend frankly, Heather will take your brand on a journey to new heights!"

Georgia & Laura, Founders of Tea Thief