CBA’s objective was having a category relevant design in Black tea with transforming Doğadan’s infusion heritage (crafting, expertise and nature’s goodness) to the black tea portfolio and navigating the consumer for the different motivations of each categories, in order to avoid the complexity of infusion category.
Immersing ourselves completely in the brand and market, foundational strategy work helped CBA to unlock the brand vision of Doğadan and the emotional connection that Turkish people feel with the brand. Its pioneering roots gave CBA powerful inspiration to bridge the gap between the brand vision and how it expressed itself visually.
CBA's concept was entitled ‘the beating heart of nature’. Dogadan logo is a living, breathing organism at the heart of the story – it brings you it’s offerings through it’s nature credentials. The interplay of our wordmark with the leaves accentuates our know-how and how it feels to drink nature.
The packaging design gives pride of place to the logo. CBA intention was to free Dogadan logo from the pharmaceutical-like capsule to reconnect with nature via the leaves, enabling the logo to embody nature in a fresh, modern and lively way to make people think “When it is about nature, Doğadan delivers the best”
The new logo and visual identity system unifies the large portfolio of Dogadan ranges and products on shelf to steer the consumer in the right direction. The supporting colour palette for the range is inspired by nature in soft, modern tones while allowing strong range navigation.
CBA wanted to move to more realistic depictions of nature to reinforce our goodness of nature and differentiate from other tea and infusion brands in Turkey. Specific to the black category CBA wanted to appeal to the senses with heightened taste appeal front and centre (cup).
Now, the new Dogadan Look&Feel answers the increasing desire of the consumer to reconnect with nature and our authentic self again for keeping a balance of the body, mind and soul.