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VitaliTea

Brand Opus Competition | Third Year

Brief: To create a new drinks brand with a distinctive and compelling sustainability story at its heart. Keeping in mind that to create real change, sustainability needs to push beyond niche, premium or heavy associations and instead engage a wide audience.

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: To form a partnership and work with the Assamese community of Assam, India in order to educate and bring culture into the UK market. VitaliTea 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.

Can Renders: