Kusmi Tea's little sister is born !

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 !

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