THE CHALLENGE

A tea brand steeped in tradition, Wissotzky Tea and I bumped into each other at a trade show and the rest is just an inviting cup of history. In Israel, Wissotzky holds over 60% share in the market while in the U.S, the brand is only available in the Kosher sector and has seen very little lift amongst the category due to the broad choice and habitual tea purchase by consumers who often buy on special or, buy based on what they have been introduced to as a tea drinker. 
 

THE SOLUTION

Wissotzky allowed me to focus on developing and producing engaging packaging, brand and digital media that extended their category reach into a specialty tea brand that was only available through eCommerce and in high end pop up shops in select cities. (NYC, Chicago, LA, San Fran) In 2023, Wissotzky Tea will enter the U.S. Market as TLAB, a concept developed for their Israel based shops that will become the new branding.