Serenitea: Future-proofing a Homegrown Brand
Groundbreaking insights on the consumers and the market allowed CIA Bootleg Manila to identify and design Serenitea’s DNA and brand experience, expressed by a new product strategy, visual identity and a more compelling tagline - “Have a Moment of Serenitea.”
Project Champions
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Project Manager for Project A
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Overview
By 2014, Serenitea Milk Tea has become the leading milk tea brand in the Philippines, with over 60 stores nationwide. It had a loyal set of followers and was poised for the next stage of its evolution. The owners also wanted to ensure that the brand transcended market fads. To do this, the owners wanted to understand the market dynamics of the bigger, more daunting beverage-driven retail industry, identify the true strengths of the brand and to plot its future growth and innovation strategies.
Our Solution
CIA Bootleg Manila created a new brand strategy anchored on the deepest consumer beliefs and motivations when it came to milk tea, tea and milk products. We ideated Serenitea’s DNA – “rejuvenating milk tea experiences that indulge, refresh and relax.” The DNA was expressed in a new set of drink categories and flavors, a redesigned store experience and a more evocative tagline, “Have a Moment of Serenitea.” These new strategies were translated into a refreshed visual identity system, from the brand’s logos, cups, and store designs.
What We Did
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“Working with Bootleg helped me deliver the necessary upgrades to Serenitea’s business model. I became a better brand and marketing strategist. Now I’m more confident in collaborating with bigger brands. It helped redefine our brand as one that is clearly different in the market and with the ability to withstand food waves or crazes."
