Decades ago, holistic, herbal blends were mostly reserved for boutique shops and specialty health stores. But as wellness became a mainstream consumer trend, the market welcomed many a new tea brand into the fold—and iconic Yogi found itself competing for share.
To keep its loyal base and lure a new legion of consumers, Yogi teamed with us to revitalize its brand: amplifying the rich brand story to compete with boutique labels and mainstream power players. We led a holistic rebrand that conveyed Yogi’s heritage in a contemporary way, while educating new audiences on its impressive range of offerings. The result: renewed allegiance from the Yogi base—and the emergence of a new class of tea devotees.