Cha
Cha for Life gives tea a new platform
Wedge developed Cha for the group behind Better Booch as a sparkling probiotic tea brand. The project’s Cha for Life platform draws on tea’s longstanding associations with everyday wellbeing, presented through a premium, contemporary direction. The studio sought a visual language that would differ from the bold, bright conventions it saw across the functional-beverage category. Nature supplied the central reference for the brand’s proposition and presentation.
Insights
- Tea’s existing cultural associations provide the platform with a familiar starting point.
- The visual direction deliberately departs from the bright conventions identified in the category.
- The proposition joins a contemporary sparkling format with references to longstanding tea rituals.
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