PROBLEM
India’s education situation paints a gloomy picture across levels from elementary to high, with more people not going to school, and those making it past primary education struggling to rise higher. With the literacy rate decreasing over the last 10 years; 7,100 One-Horned rhinos have been poached and killed for their horns, leaving them to become an endangered species.
Insight
• A state in India, Assam is home to one of the largest populations of the one-horned rhinos. They are kept and protected in a national animal reserve park as the Assamese Community believe that “Humans and nature share a harmonious relationship.” Which is something the we could all learn from. • Rhinos are known for being big animals who uphold a lot of strength. However, their biggest strength is their life experience and the things they go through. They can endure almost anything in life and overcome every obstacle that shows up on their way.
Solution
At VitaliTea we have collaborated with the Assamese community of Assam, India in order to educate and bring culture into the UK market. We have sustainably crafted an ice tea with ingredients to help you power through your day, therefore, emulating the way of the one-horned rhino. In addition to this, 10% of sales will go towards proving education to the locals of India in order to stop the poaching of these magnificent animals.
LOGO REVERSED - BLACK & WHITE
LOGO REVERSED - COLOUR
THE CORE BRAND VALUES
COLLABORATE ENERGETIC
DEDICATE
EDUCATE
SUSTAINABLE
MISSION STATEMENT
At VitaliTea, our mission is to rebuild the harmonious relationship between man and rhino. STRAP LINE
“Raise Your Energy” BRAND STORY
Our story dates 55 million years ago, to the first appearance of the mighty One-Horned Rhinoceros in Assam, India. They feast on the natively grown herbs and botanicals by the Brahmaputra River, which supplies them with the strength and energy they need to overcome the many obstacles and challenges they face each day. The Assamese are a community of crafters that environmentally source these organic herbs and botanicals and have integrated them with the essence of India. We work with them in order to rebuild the harmonious relationship between man and nature; whilst also providing you an Iced Tea with a natural source of energy, a burst of culture, and a healthier more sustainable addition to your day.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu VvWw Xx Yy Zz The logo will consist of both ʻDeLittleChromatic Regularʼ and ʻHelvetica Boldʼ. Headings and subheadings will use ʻHelvetica Boldʼ and lastly, copy will use ʻHelvetica Regular.
The pattern will always use the dark brown colour (#432918), it should only be used against light colours for visibility and not dark colours. The pattern shouldnʼt be edited or cropped in any way. It can however, be scaled to fit, as long as the aspect ratio is kept in proportion.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
The logo will consist of both ʻDeLittleChromatic Regularʼ and ʻHelvetica Boldʼ. Headings and subheadings will use ʻHelvetica Boldʼ and lastly, copy will use ʻHelvetica Regular.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu VvWw Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
The pattern will always use the dark brown colour (#432918), it should only be used against light colours for visibility and not dark colours. The pattern shouldnʼt be edited or cropped in any way. It can however, be scaled to fit, as long as the aspect ratio is kept in proportion.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu VvWw Xx Yy Zz The logo will consist of both ʻDeLittleChromatic Regularʼ and ʻHelvetica Boldʼ. Headings and subheadings will use ʻHelvetica Boldʼ and lastly, copy will use ʻHelvetica Regular.
The pattern will always use the dark brown colour (#432918), it should only be used against light colours for visibility and not dark colours. The pattern shouldnʼt be edited or cropped in any way. It can however, be scaled to fit, as long as the aspect ratio is kept in proportion.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
FLAT LABEL, FLAVOUR 1 - MANGO & TURMERIC
(NOT TO SCALE)
3D VIEW, FLAVOUR 1 - MANGO & TURMERIC
FLAT LABEL, FLAVOUR 2 - LEMON, GINGER & HONEY
(NOT TO SCALE)
3D VIEW, FLAVOUR 2 - LEMON, GINGER & HONEY
FLAT LABEL, FLAVOUR 3 - VANILLA CHAI
(NOT TO SCALE)
3D VIEW, FLAVOUR 3 - VANILLA CHAI
MULTI PACK, FLAT LABELS
(NOT TO SCALE)
MULTI PACK, 3D VIEWS Please note that although the packaging colours differ, the contents of all our multi packs remain the same. Inside each pack will contain: • x2 Mango & Turmeric, • x2 Lemon, Ginger & Honey • x2 Vanilla Chai Thus totalling to x6 330ml cans.
POSTERS
POSTER MOCK-UPS & PLACEMENT
BRAND ACTIVATION - HOLI FESTIVAL The Holi/Colour Festival will held in the UK’s largest cities which include: London Leeds and Manchester. Upon arrival the festival will come across as a blank canvas that the community and the public come together and bring life to. Consumers will also notice the rhino sculptures that are also blank(colour wise) and untouched.
BRAND ACTIVATION - POSTER ADVERTISEMENT The Holi festival will take place in the UK’s three major cities: • London • Leeds • Manchester
BRAND ACTIVATION - HOLI FESTIVAL, THE AFTERMATH The blank rhinos at the Holi/colour festival acted as a blank canvas for the people to colour together. After the festival the rhinos will keep their coloured body’s and be placed throughout the city acting as a memory and as a ‘legacy’ of the VitaliTea sponsored event. Next to it will, our logo will be places to provide context and show the world, that this is VitaliTea! The board will also tell the consumer that if they wish to know more they can scan the eye of the rhino sculpture (QR code).
BRAND ACTIVATION - SCANNING THE QR CODE Scanning the QR code will take the user to the VitaliTea ‘website application’ where they will learn about my brand and our sustainability element. It provides them with the knowledge of our brand what is happening to the rhinos
The website application will uphold our brand value of education. It’ll make you aware of what these rhinos represent. They represent the power we have as a community to put a stop to the brutal poaching and killing of the One-Horned Rhino of Assam, India.
BRAND ACTIVATION - RHINO SCULPTURE PLACEMENT
POINT OF SALE - 1
POINT OF SALE - 2