Challenge:
As an up and coming leader in high-end tea products, Jeffrey’s Tea International needed to increase product offerings and capabilities to create their own market segment. Pivotal Internet was retained to develop naming for the product and brand it with a new image.

Solution:
To capitalize on the value inherent in a strong, well-recognized name, Pivotal Internet leveraged the Jeffrey’s Tea brand name and tagline, making both integral parts of the product identity. The resulting name and tagline, “An art of living,” were incorporated into the product identity and applied prominently on all materials company wide.

Results:
Within the first month of introduction, the largest sales increase of the year were made. During the following year, levels of interest in seasonal product increased at a rate greater than anticipated and the logo tea ware exceeded all sales expectations. Today, the Jeffrey’s Tea brand is recognized as an international lifestyle company.