How I helped shape Leaf Era, a Moringa Tea Brand

Building a Brand for Leaf Era

Client: Leaf Era – Moringa Tea Brand

Target Audience: Professionals in metropolitan cities

Goal: Develop a strong brand identity for Leaf Era, attracting busy professionals seeking a natural health boost.

Process:

  1. User Research & Competitive Analysis:
  • Conducted user surveys and in-depth interviews with professionals in metropolitan cities.
  • Understood their health concerns, habits, and preferred beverage choices.
  • Analyzed existing moringa tea brands, identifying their strengths, weaknesses, and brand positioning.

Key Findings:

  • Professionals are health-conscious but struggle with maintaining healthy habits due to busy schedules.
  • They seek out natural and convenient solutions for energy and stress management.
  • Existing moringa tea brands lack a clear focus on the professional demographic.
  • The existing brands lack in delivering taste in the product and in getting the health benefits of the product across to Target Audience effectively. 
  1. Brand Positioning & Messaging:

Positioning Statement (Example): Leaf Era is the premium moringa tea for busy professionals, offering a convenient and natural way to boost energy, reduce stress, and achieve optimal health.

Brand Message (Example): Fuel your focus and reclaim your well-being with Leaf Era.

  1. Brand Archetype:
  • Leaf Era was designed to have a multifaceted personality to appeal to the Target Audience. Thus the following two brand archetypes were chosen for creating a brand personality which has a mix of both – 
  • The Caregiver: Warm, nurturing, and focused on health and well-being.
  • The Achiever: Goal-oriented, driven, and empowering success through natural means.
  1. Brand Voice & Tone:
  • Defined the brand voice and tone that reflects the chosen archetype and resonates with the target audience.
  • Answered the questions like is Leaf Era going to be informative and professional, friendly and approachable, or inspirational and empowering?
  1. Brand Identity & Visuals:
  • Created a brand color palette that evokes desired emotions and aligns with the chosen archetype.
  • Designed a consistent visual style for packaging, marketing materials, and online presence.
  1. Brand Assets:
  • Developed key brand assets including logo variations, brand color palette guidelines, typography specifications, and image library references.
  1. Brand Book:
  • The brand book serves as a central guide for maintaining brand consistency across all communication channels

Brand Book Contents

  • Executive Summary: Briefly outlining Leaf Era’s brand strategy and target audience.
  • Brand Story: The origin and inspiration behind Leaf Era.
  • Brand Values & Mission: Defining Leaf Era’s core values and mission statement.
  • Brand Positioning & Messaging: Detailing the positioning statement and brand message.
  • Brand Archetype: Identifying the chosen archetype and its associated qualities.
  • Brand Voice & Tone: Describing the personality of Leaf Era’s communication style.
  • Brand Identity: Showcasing the logo, color palette, typography, and visual style guidelines.
  • Brand Assets: Providing access to brand color codes, font files, and image libraries.
  • Brand Do’s & Don’ts: Setting clear guidelines for maintaining consistent brand communication.

    •  I also guided on techniques of implementation of the brand book guidelines across all customer touch points and conducted brand audit regularly for brand building. 

    *Since the above mentioned information is confidential for a company, this case study is focussed on the process rather than the actual information about the work done. 

    1600413540520

    I have had the pleasure of knowing Shweta for six years and working closely with her for three years at LeafEra. She is a remarkable marketing professional who excels in identifying and penetrating new markets, a testament to her strategic thinking and innovative approach. Shweta has a natural talent for networking, effortlessly connecting with the right people to drive business growth. Her exceptional negotiating skills have consistently secured beneficial deals for our company. Her dedication, expertise, and unwavering commitment to excellence make her an invaluable asset to any team. I highly recommend Shweta for her outstanding marketing acumen and her ability to deliver exceptional results.

    Kameshwar Kota

    Founder, Leafera
    Scroll to Top