We were up to reposition the brand and to do so redifining new brand attributes was inevitable. So after designing related qualitative research we came up with a strategic route comprised of two main phases. Phase #1: to redefine and restructure the brand associations you Break the ice: Visually attractive artworks did the mission. Moreover, this visual had to emphasise on the unique characteristic of Guzel: this tea doesn’t carry an artificial colour, it’s all organic and without any additive colours. Accordingly, we have decided to create a visual that is eye-catching while transforming this competitive advantage of Guzel tea. Which lead us through creating this beautiful flower of Guzel, combining a traditional glass of tea with an organic flower that has been bloomed. Literally the tea flower created the form of a traditional glass of tea. Phase #2: Product attribute isn’t such a powerful driver to entice the target audience to take an action. At this phase we should emphasise on benefits which are desirable outcomes of product attributes. What could be better than a natural tea to make your life healthier. The result of the previous phase, consuming an organic tea, will result in a good mood and health that would stay with us. So visually we not only had to emphasise on Guzel’s characteristic, but also creating a memorable image that convey the good mood. We have decided to keep the form of the traditional tea glass as a visual joint between two phases. This time, a healthy tea farm with a fabulous imagery that visually emphasizes on natural elements, had been shaped the form of a traditional glass of tea. A slogan accompanied the picture.