Kenko

Brand Strategy
KENKO TEA BRAND FUTURE STEPS

TALK. WRITE. PEEK.

P: 03 9416 0590 HELLO@YARN.NET.AU YARNDIGITAL.COM.AU

M: 0413 720 922
Understanding of Kenko Tea
and its brand
Background

‘HEALTH’ AS EMPOWERMENT & PASSION

Today’s consumers are living with unprecedented access to information, transparency
and rising costs of healthcare. This has provided a gap for marketer’s to take advantage
of and provide ways for customer’s to take better care of themselves.

Health, as a subject, has moved away from being a matter of illness, but a shift towards
being the best you can be. It has become a phrase of empowerment, life enhancement
and passion for life.

A generational shift in attitude means that people know who they want to be, how they
feel, what they like and what they’re doing—and want to share it with the world.

Bringing these three shifts together, has led to an increase in ‘health’ and ‘lifestyle’
products in the marketplace, propped up by the prevalence of social media networks to
disseminate information, influence and inspire audiences, and used as a sales channel
in our digital world.

‘DISCOVERY’ OF MATCHA TEA

Being a part of Japanese culture since the 12th century, matcha tea continues to be a
popular beverage in Japan.

Discovery of matcha tea in the western world has been relatively recent. In our recent
shift towards healthy living, matcha tea has come onto the marketer’s radar.

Matcha tea is still a ‘new food’ to be discovered for many consumers. Educating our
target audience with the many superfood benefits, needs to be done while inspiring
and incentivising the audience to buy into our product, over the competition.

The trend for matcha tea has been increasing every year since 2009 and has seen a
massive spike in interest.

MATCHA TEA TREND FOR 2016

According to the World Tea News, the key trend for 2016 will be the continuing rise of
matcha tea. The expectation is that cold brew and carbonated versions of the tea will
also be introduced into the market. In addition, the introduction of flavour blends (eg.
rose, turmeric) for teas may see an introduction*.

*World Tea News, 25 January 2016 | woldteanews.com

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Kenko Tea customers

FEEDBACK FROM CUSTOMERS

“Excellent product, well presented, versatile , good shelf life, a little more expensive an
others, but I would say a better over all product.”

“Your product is wonderful. The ritual of making is also important to me. Your service
and purchasing incentives are faultless. Thank you.”

“Best matcha and i have shopped around! Great for everything including tea, no
bitterness at all!”

“I was very happy with the service and the product. I will continue to get my supplies
from here and I would be happy to recommend this business to my friends.”

“My husband and I were over coffee and the dry, Un-invigorating feeling it leaves and
having a healthy lifestyle with organic green juices, turmeric drinks etc we wanted
to start a new “habit”! We love the tea! It has a mild, fresh taste, no bitterness, looks
beautiful and full of life and is a great pick me up. Converted!”

“I first tasted matcha a few weeks ago at a paleo cafe. im not sure where theirs came
from but after having it i came across kenko matcha after doing some research on the
origin for matcha. it was a more deeper green than the previous matcha i had and also
more flavour some and am almost ready to order some more.”

“Really enjoying our organic cooking matcha for our hot matcha lattes first up in the
morning. Throw Some organic maple syrup in and even our kids are loving it. Can’t wait
to try cold lattes when summer comes rebound.”

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What problems we solve

PUTTING OURSELVES IN OUR CUSTOMER’S SHOES

A HEALTHY ALTERNATIVE
I am looking for a healthy alternative to my daily habit drink

HEALTH BENEFITS IN ONE

I am looking for a superfood to give maximum benefit from one food

BEST SELF
I want to consume things that will enable me to be my best self

INTEREST IN JAPANESE CULTURE

I loved matcha tea after my visit to Japan and want to continue drinking it

HEALTH TRENDS
I am interested in trying the latest health food to see if it is good for me

CALM AND MINDFULLNESS

I am looking for things to incorporate into my life for calm and mindfullness

HEALTH AND LIFESTYLE ADVICE

I want the best for my health and seek out advice and recommendations about what I
should do to achieve this

HEALTH CONDITIONS
I have a condition and need something nutritious to incorporate into my diet

GO-GETTER
I am always on the run and need something to give me lots of energy!

LOSE WEIGHT
I want to lose weight and will do anything to achieve this

FOLLOW FRIENDS (INFLUENCERS)

I want to try what all my friends are trying

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Brand Onion
PEELING BACK THE BRAND LAYERS TO SEE WHAT LIES INSIDE

HEADS & HEARTS

OUR VISION
To become the leading matcha green tea distributor in Australia.

OUR VALUES
Kenko values are trust, caring, creating a better world, making people better,
being healthy from the inside out, edgy, authentic, cute and loving.

BELIEF
Creating healthier people and a healthier future for everyone.

WALKING & TALKING

HOW WE LOOK
We want Kenko tea to be trustworthy, authentic, caring and nuturing nature.

HOW WE TALK
We want to give people the power to care for yourself, to take authority over
your own health, to love yourself and to care for yourself or someone you care
about.

HOW WE BEHAVE
Kenko Tea maintains personal messaging with its customers, valuing one-on-
one communication that is honest and comes across as passionate for matcha
tea and the health of others.

PROOF & PUDDING

POSITION
To be the authentic matcha tea provider in Australia (and the world) from a
passionate

PROOF
Caring—One-on-one communication and personalisation of communication
from Sam. Supported by the caring fox mascot.

Authentic—real matcha tea. Supported by Japanese style and social referrals.

Passionate—tone of voice and matcha tea innovation.

STRAPLINE
We will explore straplines in the tone of ‘love yourself’, ‘care for yourself’, ‘add
some green love’.

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Unique Selling Proposition

VALUE OF MATCHA TEA

COFFEE ALTERNATIVE
Matcha tea is an alternative to coffee and provides health benefits.

A NEW HEALTH CONSCIOUS BRAND

People are taking control of their own health and matcha tea is a product that is in the health
conscious trend that is only gaining popularity each day.

REFERRALS AND TRENDS

Getting referrals from people to try the brand, or finding social proof (eg. reading in paper or
online, with reference to Kenko).

WHAT SETS KENKO TEA APART?

CARING NATURE, AUTHENTICITY & PASSION
Sam cares about the product and the positive health effects that it can have on the people that
drink it. He is passionate about the customer and the product and shows this through honest and
personal communication. Sam sells an authentic product that tastes better than competitors.

All other brands in the marketplace do not have the same personal service as Kenko Tea.
Questions and emails are answered personally by Sam, in an honest and direct communication
with the customers.

Bringing this caring nature and passion for people’s health, together with the authentic Japanese
product, can set Kenko Tea apart from its competition.

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 Branding
in matcha green tea
& wider tea market
BRANDING EXAMPLES
MAIN COMPETITORS

APPEAL OBSERVATIONS

Targetted at wide cross section Japanese character brings elementsof

authenticty to brand.

Aimed at health conscious inner city Fresh, vibrant, passionate

(25-40 yrs)

Aimed at traditionalists and high Prestige, traditional japanese culture

income bracket (30-45 yrs) Refinement & elegance. It does look
a little clip art, and will be found out to
any design embracing hipster.

Passionate and on trend Hipster - Appeal across genders.

(20-35 yrs) Exciting and young.

Lifestyle and health—ancient wisdom Nod to traditional japanese script,

with a modern touch modern typography. Clean, simple lines
(20-35 yrs) of japenese aesthetic

Zen and meditation Kitchy japanese stereotype typography,

(25-40 yrs) iteral teacup/leaf emblem. Literal ‘green
tea’ in logo

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BRANDING EXAMPLES
TEA MARKET

BRAND APPEAL OBSERVATIONS

Health & lifestyle inner city Simple logo. Healthy, fit and vibrant
(25-40 yrs) Simple logo is supported by complex and
colourful patterns (secondary elements).

Health & lifestyle inner city Sleek -Acknowledging meditative pose in

(25-40 yrs) symbol. The gradient is a little crap.

Health & lifestyle inner city Black is mysterious

(25-40 yrs) Typography suggests intrigue
Suggestive of speciality & uniqueness
Saul Bass illustrations from the 50 represent
chic coolness.

Health & lifestyle inner city Lower case is friendly. Steam is intriguing,
(25-40 yrs) living and natural. Shade of green is
‘natural’... Probably surprisingly good
appealing to our inner hippy.

Trendy 25-40 yrs) Modern and energetic. Orange is vibrant

and brave and the logo is big bright and
beautiful. A trusted brand.

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BRANDING EXAMPLES
TEA MARKET

BRAND APPEAL OBSERVATIONS

Health & lifestyle inner city Complex logo

(25-40 yrs) Arty and fun using multiple fonts to make
the logo form.

Health & lifestyle inner city Classic hipster. This logo and name is about
(25-40 yrs) convincing people they are historical inclined,
whether they are new company or not, it is all
about the craftsmenship.

Health & lifestyle inner city A new take, pop up tea brand, looking to
(25-40 yrs) win people over with cuteness, just like that
designer lamp they just purchased.

Inner city market vistiors Classic illustration style from antiquated

(25-55 yrs) scientific illustration books. This tea is
seriously posh.

Trendy Simple and modern, the way Zen should be

(25-40 yrs) and the way you feel when you drink their tea.

Trendy Stamped in the same way tea was being

stamped out of India back in the 1800’s. It
(25-40 yrs) breathes of old meets new, just like the rest of
collingwood.

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BRANDING EXAMPLES
SAME DEMOGRAPHIC AS KENKO TEA

BRAND APPEAL OBSERVATIONS

Active lifestylers (25-40 yrs) Lower case is friendly & approachable.

Red is passionate

Organic & health conscious Wholesome & loving heart with bubbled
(25-40 yrs) border.

Rich brown suggests organic and natural

Vibrant, active and trend setter/ Raw, vibrant and energetic. A punch above for
follower (20-35 yrs) active people.

Down to earth, hippies and organic Lowercase is approachable and friendly,

buyers (25-40 yrs) light weight typography for healthiness.
Epitomises modern health, ALA Bondi!

Organic and health conscious who Organic and natural looking. Banner to imitate
love homemade (25-40 yrs) homemade

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Brand update
for Kenko Tea
CONCEPT ONE
THE KENKO TEA BRAND CARES FOR EVERYONE’S HEALTH

CURRENT LOGO TYPE

The current logo is strong, but not very friendly. The solid all caps
throughout the logo name is very masculine, process driven and
serious.

PROPOSED LOGO TYPE

The proposed change to the logo type, is to introduce lower case

letters to ‘matcha green’. It gives a softer approach to the supporting
text, allowing the words ‘Kenko Tea’ to have a stronger focus.

PATTERN EVOLUTION
CURRENT NEW

The current background, hinting at Japanese floor mats, is very

structured and geometric. It lacks personality and a sense of caring
and passion.

Borrowing from the Japanese ocean wave pattern, we would

like to introduce a more natural, organic and nurturing pattern to
complement the strength and boldness of the Kenko Tea logotype.

APPLYING THE NEW LOGO TYPE & BACKGROUND

The pattern can work across white and black background colours to
create an intriguing and soft texture to work with the logotype, rather
than competing against it for structure.

The strapline is written in a scripted font which gives personality and

the essence of a personal touch, which is evident in Kenko Tea’s
communication with its customers.

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CONCEPT ONE
THE KENKO TEA BRAND CARES FOR EVERYONE’S HEALTH

CURRENT BRANDING ELEMENTS

The current mascot has a serious, grim or otherwise unfeeling
expression in situations where drinking matcha tea should be
enjoyable.

PROPOSED CHANGES TO MASCOT

The mascot’s mouth has been slightly altered to have a friendlier
persona. A slight smile change signifies passion, happiness and the
indulgement of caring for oneself.

MASCOT WITH STRAPLINE

Examples of how the different mascot positions can be associated Additional mascot illustrations can be created to give the
with a changing strapline. Additional straplines can be created, along character more personality and adaptability of the position/
the lines of ‘caring for’. activity that the fox is doing.

EVERYTHING COMING TOGETHER

Example of proposed packaging direction for the future. To be

discussed further.

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CONCEPT TWO
KENKO TEA IS AN AUTHENTIC AND EDGY MATCHA TEA BRAND

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CONCEPT TWO
KENKO TEA IS AN AUTHENTIC AND EDGY MATCHA TEA BRAND

JAPANESE AUTHENTICITY
By appearing more authentic, we are suggesting to the customer
that the tea is coming straight from the source and its premium
quality is supported by a premium price.

This authenticy is lacking amongst competitors and is an area for

using as a unique differentiator. Of course, being closer to the real
deal, means more true to the health promises of matcha tea.

KATAKANA ALPHABET
Using Katakana to spell Kenko, gives people an immediate
connection that this is a Japanese product and looks like the
legitimate thing.

LOGO LOCKUP
Referencing Japanese wooden stamps, the logo lockup has a border
around it. This can act as a stamp throughout the branding rollout.

REDESIGNED ILLUSTRATION
The fox mascot has been simplified in colouring to provide more
contrast and look less elementary in form, and and more premium
in style. In doing so, it is more in line with traditional Japanese
characters from the movie Spirited Away.

LIGHTNING BOLT / PATH

The lighting bolt / path suggests the energy and vitality that you feel
when you get into a cup of matcha. It is also leading the mascot on a
path to the freshly brewed matcha tea.

GREEN FOR VITALITY

The green colour has been changed to a fresh and vibrant green
that speaks volumes of health and vitality. It also shows the colour of
the matcha tea to expect once you twist the lid open.

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 Be in touch
soon!
WE HOPE THAT DIDNT TAKE TOO LONG TO GET THROUGH.

For more information or just a chat, get in touch: info@yarn.net.au