Done right, digital content can introduce not just a new brand, but a new set of behaviors. For DAVIDs TEA, the challenge is bringing both a Canadian brand, and a loose tea tradition, to a US audience. Research suggested strong connections between tea and an active, healthy lifestyle among young women. Our challenge was helping them find the right variety.
Almighty designed a website to help her find an assortment of teas suited to her lifestyle — and to prepare the perfect cup. We began with a mobile tea-finder tool designed to tap into the joy of discovery. This allowed her to match varietals to intangibles like mood and lifestyle. The experience further supported this with content focused on tea storage and preparation. The full redesign of davidstea.com will launch in late 2015.