Full Steam Ahead
Yogi Tea fans don’t just love the brand—they live it. But the health and wellness trend has evolved lightning fast, welcoming new artisanal brands into the fold, and with them, lots of new shoppers. Across Europe, Yogi was falling behind, stuck in the mainstream’s strong current.
It was time to get back to its origins and celebrate its story—a compelling one steeped in the Ayurveda tradition.
A Story As Old As Tea
To bring new energy to the Yogi narrative, we filtered it through a modern lens, brewing up a contemporary, holistic identity and design system. It was the just-right blend of old and new: clearly communicating Yogi’s healthful, enlightened heritage to new European audiences, while also making it easier for longtime devotees to more easily explore the flavors they love.
Returning to Deep Roots
To stand out at shelf, we placed emphasis on the story’s most compelling parts: an iconic spiritualist for a founder, a grounding in the yoga practice and values of wisdom and self-nurturing. What emerged was a system of elements both vibrant and pure—a stylish henna background anchored the collection, while purposeful herbs and spices and unique yoga poses lent specificity to each pack.
The strategy’s synchronized design system helped shoppers navigate Yogi’s impressive portfolio of 40-plus teas—each with its own blend of ingredients and health benefits. By visualizing the brand story’s standout themes across the portfolio, we’ve brought Yogi back to the forefront of the crowded tea category. Not only is Yogi appealing to new shoppers, it’s garnering more loyalty from existing brand enthusiasts.