A tea house with more than 125 years of history, moving into direct-to-consumer retail where almost every competitor is less than five years old and competing on novelty.
Heritage is the asset and the risk. Lean on it too hard and the brand reads as dated; drop it and you are another new tea brand with nothing to defend.
The work.
- Positioned the age as proof of craft rather than as nostalgia.
- Built the store so provenance was visible at the point of decision.
- Ran acquisition against gifting and premium-occasion demand.
- Set retention flows around repeat consumption rather than one-off gifting.
Category launch
Launched
Direct retail established alongside existing trade
125 years
Heritage repositioned as a commercial asset
What this engagement involved.
Ready when you are.
One of our strategists — not a salesman — will reach out.