Tue, 09 May 2023 09:11:00 GMT
Award winning branding agency The Working Assembly has helped bring Narra’s vision to life. A line of Asian inspired tea lattes with an updated twist—all dairy free, naturally caffeinated, with no added sugar and no artificial ingredients.
Founded by the Reyes siblings, chef trained, Miggy Reyes, and former CPG executive, Victoria Reyes, grew up looking forward to merienda—the Filipino tradition of taking a midday break to sip, snack, and recharge. “What was a joyous childhood escape in the Philippines turned into a dreaded midday slump as we became working professionals later in life stateside. Narra was born to refresh your daily ‘siptual’ and transport you to that joyous merienda feeling with the most refreshing plant-based tea lattes created with Asian-inspired flavours,” said Miggy Reyes.
Branding and creative agency, The Working Assembly partnered with the Reyes siblings to create the look and feel for the brand, knowing that the Reyes wanted to embrace their Southeast Asian heritage and also create something that would have broad appeal for CPG consumers. “Narra is the national tree of the Philippines, both resilient and strong, we wanted to encapsulate that into the branding.” said Jolene Delisle, founder and head of creative, The Working Assembly. “We love working with emerging companies that have such clear vision right off the bat, and the Reyes are a perfect example of clients who are able to align their values with what they are trying to achieve with their brand in such a seamless, symbiotic way.”
“Throughout the visual identity process, we wanted to create a vibrant brand that also had a clean and contemporary approach which felt unique for the tea category,” said The Working Assembly’s brand manager Christine Ventrella who led the project.
“We wanted to incorporate the Filipino tradition of weaving and textile making into the brand identity,” said senior designer Tuti Pinto. “We reinterpreted the banig—a traditional handwoven mat—by creating patterns resembling the square tiles of the handwoven designs and combining them with modern illustrations. We used these combinations throughout the brand system, from the can designs to the website.” shared Erika Romanczuk, designer behind the brand work.
“For the Narra website, we really wanted to play up the colours and illustrations that our team designed for the product. By integrating fun hover effects, as well as an unscrambling illustration game in the footer, the site really came to life in an engaging way.“ said senior digital designer Sarah Sprinkle.
“So many other canned lattes lean into a refined tone that can feel inaccessible.” said Erik Poh, senior copywriter. “As soon as we tried Narra, we knew it needed a more playful voice to match its light and delightful flavour. The idea of the daily “siptual” leans into that cheeky but inviting personality, making Narra feel like an easy to drink beverage that makes everyday more energised and delicious.”
Narra is launching this summer with its flagship line of Asian-inspired oat milk lattes made with tea for smooth and focused energy. With the perfect amount of caffeine and L-theanine to recharge you without the jitters, Narra is a healthier choice with no added sugar, zero artificial ingredients and is lactose free.
“The Working Assembly really got us, they understood us from a cultural perspective and brought our ethos to life in an exciting and fresh way,” said Victoria Reyes.
Narra is available here and will be in select grocery stores by summer 2023.
Categories: Hot Beverages, Soft DrinksMarketing Matters, Tue, 09 May 2023 09:11:00 GMT