Some of the reaction:
It’s very pretty but nothing about this package says ‘tea’ to me
Exactly. Cool tea products usually have that “zen” vibe. Not “let’s go rock climbing”.
Definitely. This doesn’t say “tea” at all. Reminds me of a company that tried to take on the wine market.
There’s so much wine. And wine has always had a culture. There’s historically been a typical way to design a wine. How it tastes. How you talk about it. The history you share on the bottle. How many varieties you have. Even how white and red is supposed to come in different shaped bottles. And wine has become something that you need to educate yourself about to be able to pick something when you visit a store.
But a company comes in and decides, screw it, let’s not make wine for wine drinkers. Let’s make it for people who buy things like ready-made cocktails and beer. People who are in and out of a liquor store and know nothing about wine. So they made only two kinds of wine: a single red and a single white. They used the same bottle design for both. They made them a bit fruitier and less complex in taste which made them more easy to drink by people used to drinking cocktails and beer. It got rid of all the junk about the history of the vineyard and typical stuff on the bottle — going with a simple logo of a Kangaroo.
Critics hated it. “Too sweet.” “Won’t make wine drinkers happy.” But that was the point. This isn’t for wine drinkers. The result: [yellow tail] in just 2 years become the fastest growing wine, and then quickly reached the number one wine in the US.
I agree. This design doesn’t say “tea”, but that’s really the strength of this. Tea is a ridiculous commodity. There’s already a lot of what you think about when you think fancy, “cool”, “zen” tea products. Why not make the tea for rock climbers? Why not focus on the people who want energy and caffeine from tea, but don’t really care for all the flavors and culture that the rest of the tea market caters to.
This [yellow tail] story is just one of a bunch of awesome case studies in: Blue Ocean Strategy. Anyone making products and business should give that book a thorough read. Our goal should be to find market space that is uncontested. A blue ocean. If you try and compete with everyone else you end up in these bloody red oceans competing on things like price alone.
P.S. To see how we ourselves are taking on the bloody space of CRM and finding uncontested waters since we spun-off from Basecamp, you should follow what we’re doing at Highrise and the story on Twitter: here.