We moved from depicting a highly colourful homegrown tea brand to one with a premium look and feel, which echoed their pillars of being organic, sustainable, healthy and straight from the heart.
After closely working with the team at Ausum, together we came up with the "A" approach. It also reflected their signature triangular tea bags. The triangle has been used across different aspects of the product - the logo, packaging, etc. - and even communications - on social media posts and more.
Alongside, we brought in a transformation to their entire approach to the brand personality and look and feel. To accomplish this, we also tapped into visual elements from nature that signify both night and day. Because, we strongly believe that nature is synonymous with wellness and it is beautiful at both times.
Ausum has moved from being just about a good cuppa to a brand that's pushing you to adopt good habits, one sip at a time. It's premium, but it hasn't become that gourmet brand that you wouldn't make a part of your everyday.
Ultimately, we helped highlight that Ausum is not tea. It's a whole lot more than that. It's about wellness. It's about being environment friendly in every step. It's about empowerment through employment. And providing a wholesome experience to the consumer with a celebration of flavour.
The rebranding tries to do justice to all this, with elements and colours that reflect all of the facets to the brand, but without losing the essence of what makes them "Ausum".
When you think of wellness it conjures up images of pastel shades amidst the serenity of nature.
Take a step back. Is that what wellness is all about?
How do you create an identity that can evolve across domains?
To do this we examined the three facets of wellness:
These three facets inspired the core element of the Ausum brand identity.
The triangle can be found across the brand design, from the logo to its social media grid.