In a culture where coffee is king, I find it’s always nice to throw the old Nespresso narrative a little tea-shaped curveball, once in a while!
In the last five years, tea drinkers might have become fewer, but they have also typically become more adventurous, with sales of fruit and herbal teabags increasing by 24%.
This trend towards more speciality teas, was at the heart of the brief I composed when working with luxury brew brand Hyleys last summer.
In this case, the concept centred on the how-to of iced tea, and how this made-for-warm-weather version of the hot classic, helps loose leaf transcend the seasons, and challenge the hydration habits of old!
That said, this niche stance in tea marketing, doesn’t take away from
the enduring relevance of the ‘Anxitea’ concept, which places a good old fashioned brew at the front and centre of self-care.
Due to the lockdown timing of our collabortions with Greenypeeps and Kib Tea, I felt it especially relevant to focus on this meditative aspect of the tea ritual, as well as drawing on the green credentials that are becoming ever more important to today’s tea drinker.
Tea, quite refreshingly it seems, is moving with the times, and it’s thanks to all these new carbon-neutral, compostable credentials (to name but a few) that Creators such as myself are able to level up our content - and our cuppas! - in equal measure!