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The UK's
premier Chai Latte company, Drink Me Chai, has been working with a
leading marketing agency to re-design both its packaging and website
to give the brand a more distinctive and prominent image.
Since being established in 2005,
Drink Me Chai which produces both Spiced and Vanilla Chai for
multiples, independents and food service has become the leading Chai
Latte brand in the UK with a 41% market share.
Amanda Hamilton, founder of Drink
Me Chai commented, "We have had the same boutique style
packaging since its launch and felt that it didn't reflect where the
brand stood now. The new packaging will still retain its quirky
illustrative nature but its image will be bolder with colour coding
on each product and an enhanced message to convey what the product is."
Following brand image
consultation earlier this year and analysis on the website from
Mintel, Drink Me Chai has just launched a fresh new-look website
which reflects the lifestyle feel of the brand and communicates to
both consumer and trade audiences. www.drinkmechai.co.uk.
From the consultation, it was
clear that the essence of the brand is about taking time out to
relax, de-stress and immerse yourself in a little exotic eastern
luxury, and so the strap line 'if me stressed drink me chai' was
created. With more consumers buying Chai Latte on the high street,
from coffee shops to supermarket shelves, the essence of the brand
underpins the whole idea of a drink that begs to be one that will
relax and take you to a tranquil place.
Amanda has brought Drink Me Chai
a long way since its conception at mobile tea bars on London rail
stations. Drink Me Chai has recently secured a listing in 300
Sainsbury stores, adding to its extensive retail portfolio of
Waitrose, Tesco, Asda and Morrisons. Drink Me Chai supplies to
leading coffee houses Café Nero and Coffee Republic.
Drink Me Chai is also available
in Spiced, Vanilla and Chai Light in a 250g drum format and in 1 kilo
drums for foodservice along with the latest addition Chocolate Chai -
a warm blend of cocoa, tea and spices.
Earlier this year, a number of
prominent food critics awarded the company's Spiced Chai a
prestigious One Star Gold at the national Great Taste Awards 2008,
organised by The Guild of Fine Food.
Spiced Chai, a luxurious instant
blend of sweetened tea, milk and exotic spices, was one of 4,800
products independently tested by an expert panel of judges and was
awarded the one gold star accreditation of quality in the herbal tea
/ infusion sector.
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