ABOUT

The Herbal Tea and infusions category has become predictable, fixed and even a little fusty. Typhoo, drawing on 140 years of scientific learning, tasked Mad River with creating a new 'mood and moment' infusions brand. The challenge was to recruit Gen Z drinkers, currently (mostly) entering the category via their parents' choices. The name, communications, design and packaging had to draw attention by disrupting existing offerings, triggering reappraisal, adding positive energy to avoid simply being rebellious and building loyalty. The Herbalistas was born. Clearer science, transparent, relatable language and simplicity were combined to present the new brand to its intended audience on packaging and on a dedicated website.