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Thé Brut (Concept)
role
Brand Concept & Direction for a Sparkling Tea Brand
Task
For Thé Brut, we developed the foundation for a sparkling tea brand: a clear concept, a sharply formulated positioning, and a brand direction that exudes premium quality without appearing pretentious.
Goal
Turning a product idea into a brand that is immediately understood and sellable: clear target group, clear promise, clear occasions (aperitif, dinner, celebration) – and a direction that can later be cleanly translated into design, packaging, sales and communication.
Location
Berlin
Year
2025
For Thé Brut, we developed the foundation for a sparkling tea brand: a clear concept, a sharply defined positioning, and brand direction that exudes premium quality without appearing pretentious.
Positioning & Differentiation: Category defined (between wine/champagne occasions and premium non-alcoholic alternatives) and sharpened the differentiation.
Brand Story & Naming Framework: Brand story, tone of voice, and core messages defined so that Thé Brut has "a world"—not just a drink.
Offer & Product Logic: Product line/variants, ritual, and serving moments outlined (how to drink it, what it pairs well with, what makes it special).
Go-to-Market Blueprint: Initial route-to-market considerations and communication logic developed (which channels, which hooks, which proofs).
Concept as a handover format: Everything is documented in such a way that a design/packaging team can build on it without reinventing the wheel.
