It is for this reason that, in 2010, as a result of
the growing demand of consumers seeking for organic products, the group decided
to launch the little sister of Kusmi Tea, Lov Organic. "The organic tea
brand that embellishes the daily lives ".
The brand aims to establish itself as the world
leader in premium organic teas within a few years.
To achieve this goal, the brand draws its
inspiration in Scandinavia, where nature is omnipresent and where modernity and
respect of the environment know perfectly coexist. Indeed, care of the
environment is one of the defining characteristics of Scandinavian culture and
resonates strongly with the values of the new brand, from this inspiration
comes its name, Lov (meaning 'leaf' in Swedish).
Moreover, as Kusmi Tea, the visual brand identity is
very strong. The brand has appropriated a minimalist design, joyful and
colorful, strongly influenced by classic Nordic culture and a stylized bird, a
symbol of a nature to protect.
The packaging system is stylish and eco-friendly,
with a balanced contrast of bright and neutral colours which enhances the
visual impact and the brand recognition.
The brand experience is also brought to life in
store thanks to touches of nature such as green walls, or furnitures made of
natural wood, on which the eco-friendly colourful packaging is presented with a
maximum visual effect.
There is a striking contrast between Lov Organic’s
modernity and the dull and conservative approach traditionally used for organic
tea.
The premium organic tea brand proposes innovative
recipes and all products have the "Label AB". Ii is also easy to
recognize the influence of Kusmi Tea in the brand’s values: modernity, quality,
well-being, tradition, audacity and avant-gardism.
Furthermore, the same distribution channels are
used: Department stores and own stores, with the same desire to rapidly develop
its own distribution network.
Both brands are therefore extremely similar. At the
launch of the brand, the group even had difficulty in managing the two
positionings. Indeed, the positioning of Lov Organic was too close to that of
Kusmi Tea. But four years later, the two brands have managed to find their
place and they are now complementary. Kusmi Tea's stores even dedicate a shelf
for the products of his little sister.
Finally, we can say that
it is a total success for Orientis !
No comments:
Post a Comment