In this article (originally in spanish) we can find one of our latest projects: Umaicha, a project we enjoyed a lot.
The current awareness of the excessive consumption of sugar and artificial sweeteners, added up to a growing Tea culture in Spain (its consumption grew 13% in 2015) has led Jean Jacque Fredj, ex Orangina Schweppes GM, to launch Umaicha, a new category of product: a atea infused with japanese leaves, with no sugar or artificial sweeteners.
“It’s about innovating and creating in Europe a new category of natural and healthy beverages with no calories, inspired from a type of product well established in Japan”, explains Jean Jacques Fredj, founder of Umai Drinks. “Umaicha is an unsweetened beverage, and also an ‘on-the-go’ product which makes it perfect to have with meals; until today, only mineral water was the only unsweetened beverage”, adds Fredj.
Bertrand Massanes, our Managing Director adds: “The idea was to stand out from soft drinks, and to propose a bigger format that suggest hydration, closer to water”, adds Little Buddha’s founder. “The result is, on one hand, a bottle that that evoques a japanese origin with an attractive aesthetic for the european eye. On the other, A Brand Block designed with a japanese flair, besides pictures of a Teapot and dry tea which evoque great naturalness and educate the consumer on the different types of tea.”
You’ll find the original article on Marketing News.