You’re in good company
Background
NUTTEA seeks to establish itself as a new beverage brand in Australia that redefines the way we think about dairy-alternative through its range of drinks. Created and founded in Taiwan, it has now established two localised stores in Melbourne with an ambition to open future stores across Melbourne and nationally. It’s hero product is a nut-based mylk bubble tea and has recently introduced a coffee range using dairy-free, plant-based and vegan friendly nut mylks. It has positioned itself as a healthy alternative to the standard bubble tea drink, using only natural ingredients sourced and farmed in-house. Targeting consumers beyond the bubble-tea enthusiast, it aims to expand its appeal across a wider range of consumers and has engaged BrandWorks to assist in its brand (refresh) extension and crafting of its key message.
The Challenge
While Nuttea has grown exponentially well in its markets in Taiwan, Hong Kong and Macau, the brand is still finding its feet in the Melbourne. Whilst its early days for the brand, there are some confusion about their key messages and what it should be known for. The opportunity to tap into other mainstream markets such as coffee and a ready-to-drink range seems to be limited by the lack of awareness of the brand as a dairy-free alternative, nut mylk health benefits and limited understanding of what the company does in terms of its sustainability, production and making of drinks in-store. This insight offered a strong point of difference to other bubble tea competitors and an alternative to other mainstay coffee outlets.
Solution
BrandWorks observed an ever changing market of consumer seeking niche products, alternatives to dairy-free and other mainstream beverages. Choosing brands based on values and social impact provides a strong case for Nuttea to champion a broader marketing strategy that is inclusive, celebrates diversity and actively promotes the positive impact of its products on the environment and people’s health. Looking above and beyond just the product and having a better understanding of what makes customers choose Nuttea provides the brand with the opportunity to build a loyal following that desires to be part of the greater good.
The brand’s positioning moved towards creating a better world through diversity, health and sustainable choices. NUTTEA empowers their customers to feel free to choose, never feel alone and always be included; never feeling the need to compromise, apologise and being part of a greater purpose; to have a positive impact on people, community and the environment. It’s an inclusive community motivated by a plant-based and dairy-free lifestyle, empowering personal choice and positivity for all. The brand’s identity was refined and extended to capture this direction with playful typography, expressive hand-drawn markups, editorial style photography and a series of NUTTEA personalities named after popular nut types and icons for use on marketing campaigns and merchandise.
The copy and tone of voice matched this new direction;
“NUTTEA blends in-house nut mylks to bring together Australia’s dairy-free team. Set free from cows and commercialised crap, NUTTEA mylk teas are good for you and the planet. Enjoyed by coffee and tea lovers around the world, our drinks are friendly to vegans, the lactose-intolerant, dairy no-goers, and eco-conscious drinkers who want what Mother Nature intended and live their best plant-powered life”.
Never left out and never alone, you’re in good company with NUTTEA.
BRANDWORKS STUDIO
BrandWorks are a multi-disciplinary team committed to developing strategic design solutions for FMCGs, Hospitality, Commercial Property, Digital Online brands and Fit-for-Purpose Retail Destinations. We have offices in Melbourne, Newcastle, Jakarta and Changsha, China. What makes us stand out from the crowd is that we’ve been there. From business management to ownership to operation, our experiences with and love for great design guides our process. We believe that our clients’ success supports us and vice versa. So together, we’re building a global business community curated for success with innovative and intelligent design.
Let’s bring the extraordinary to life.