15
| Date post: | 17-Jul-2015 |
| Category: |
Documents |
| Upload: | nrpartridge |
| View: | 154 times |
| Download: | 0 times |
Rituals & routine offer unparalleled comfort for whom deviation is scary.
Insight
Idea
The rituals of preparation and consumption are as comforting as the morning paper and as important as throwing salt over your shoulder.
Missing a day is like stepping on a crack.
Category
Organic loose leaf black teafrom the Darjeeling region.
Reason to believe
Black Cat Tea acknowledges theimportance of ritual, instilling adeeper level of trust.
Transformation
Tea with a cult following.
Pack the ball with two scoops.2 lumps of sugar. Always.And 11 stirs with the spoon.
A prescribed routine.A series of tasks designed to instill a feeling of calm and consistency.
Ritual
Target Segmentation
A tea drinker who is converted to a fastidious routine-savoringtea enthusiast.
Taste and Formulation
A full-bodied floral and fruity tea from the Darjeeling region.
Package
Packaged in reclaimed tea tins. Implies history and lore.
A simple Black Cat Tea label is wrapped around the tin.
Aesthetic
Dust bowl + Art Deco.
Black Cat TeaIrrationally Good
Brand name, tagline and identity
Soundtrack
The playful jangle of piano keys, as if being played by a curious cat.
A portion of proceeds donatedto animal rescue organizations.
Charity
