Yamamotomaya – Nitro T
Disrupting the
tea-market in LA …
What the froth?
Expect the unexpected
Yamamotoyama – Nitro T
Yamamotoyama, established their tea shop in Tokyo in 1690. Now, the oldest tea company in the world remains family owned and operated, drawing from its rich heritage and vast expertise to provide healthy and deliciously innovative foods. As a new innovation, they developed nitro infused tea. A game changer for the tea category – whereas Nitro coffees have been launched by many.
How do you marry the old with the new? By never leaving out the heritage of your product. Nitro-T is the brainchild of Yamamotoyama (a more than 300-year-old Japanese family owned tea company) and Stash Tea. Naturally we used all of this expertease. So, a big and loud shout-out to our tea masters, always at the forefront of tea innovation, fair trade farming and new beverage creation.
It still all starts out with a small batch of the finest tea leaves. Naturally brewed in a traditional keg style. During the canning process, we infuse nitrogen into the beverage.
This nitrogen is housed in a small device at the bottom of the can, maintaining freshness until the moment you open your can of Nitro-T. That’s what you get when innovation meets heritage.
Brandnew was asked to develop their brand from scratch. Together with the team at Yamamotoyama USA, we developed a brand name, logo, visual identity, pack design, website, tagline and communication style.
Don’t judge a book by its cover
We started with tasting the actual product, and immediately got blown away by it. We started developing the underlying Brand Strategy, circling around the Brand Spririt: What the froth?
Bold, daring, cheeky and most of all unexpected!
The Brand Name Nitro-T, was developed as a clear product offer to the consumer, meanwhile claiming the category. The stand-alone Brand Logo has a transparant quality adapting itself to the bold colourful world of the brand. The little bubbles at the T mark the nitrogen effect. The logo on pack has an elevated ‘o’ to refer to the nitrogen temperature.
