(all rights reserved: contact the author)

1. The Tea Truck
Ya Wen Lu + Jin Sun Park
May 11, 2010

2. Brand Mission
Our tea truck delivers the ultimate tea
experience by providing easy and
quick access to a variety of quality tea
from various regions around the world

3. We proudly present new means of
relaxation and self-realization:
Our tea truck represents peace of mind
on busy streets of New York. Through
our tea truck, tea drinking and its
unique culture will penetrate into your
daily life, changing the perception of tea
and building a closer and stronger
relationship with tea. It will also replace
the traditional morning rituals of drinking
coffee by introducing the art of tea.

4. Quality
Our Tea Truck
Convenience Price
Brandscape Analysis Identifying the white space

5. price convenience availability wide range of choice
availability wide range of choice convenience friendly staff
convenience friendly staff wide range of choice specialty
pros friendly staff atmosphere
assurance
(established brand)
toilet
lack of choice limited availability quality price
unfriendly staff lack of seating area price crowd
cons quality crowd time-consuming
unhygienic
Brandscape Analysis Pros & Cons

6. • Two locations a day
• Serving the highest demand for tea depending
on the time of the day
• 6:30am - 2:30pm : Midtown
• 3pm - 8pm: Washington Square Park
Brandscape Analysis Location

7. Persona 1:
Carolyn Fowler, 40
Occupation: Volunteer Coordinator (Non-Profit)
Location: West Village, New York City
Favorite Tea: Floral tea
• not satisfied with options so brings her own tea
and drink it at her office
• loves to go to tea houses during weekend
• doesn’t mind spending money for quality tea
• loves to read and watch movies, especially
indie films, but doesn’t watch TV

9. Persona 2:
Alexia Neely, 23
Occupation: College Student
Location: Lower East Side, New York City
Favorite Tea: White tea
• does not understand the complexity of the art
of tea but drinks tea because it’s “cool” to be
different and is also good for health
• weight-conscious and crazy about antioxidants
and buys “packaged” teas
• loves shopping at vintage stores

11. Persona 3:
James Smith, 34
Occupation: Financial Analyst
Location: Tribeca, New York City
Favorite Tea: N/A
• looking for alternatives for coffee to be more
health-conscious and wants to know more
about tea
• financially stable and well-traveled
• sophisticated and modern, sometimes attends
gallery openings to socialize
• has the-state-of-art audio system at his loft

13. Brand Drivers
• Approachable
• Nostalgic/Quaint ( “updated version of childhood ice cream truck)
• Playful/Innocent
• Comforting/Warm
• Authentic/Original
• Refreshing
• Gourmet/Artisan/ Bon Vivant

14. Approachable

15. Nostalgic/Quaint

16. Playful/Innocent

17. Comforting/Warm

18. Authentic/Original

19. Refreshing

20. Vehicle Design:
Updated version of childhood ice cream truck

22. Interior Design:
Vintage-inspired space

24. Tea Truck Signature Cup Design

25. Special Instructions:
How to fully enjoy our Tea Truck

26. Tea Tags:
Used for fun games
(‘Tea Truck Scribble’)
Inside Tea Tags:
Used for ‘Happy Surprises’
- Midtown: free ride to downtown
- WSP: free pastries + tea

27. Receipts:
Used for selecting the lucky
winner of our special
weekend trips
Twitter + Blog:
Used for following us and
tracking our new moves +
tea selection

28. Consumer Journey

29. Scented Tea Menu (Scratch + Sniff)

30. Mood Tea Menu

31. Special Event: Starry Evening at Central Park
- Enjoy the show with our glowing tea

32. Sponsorship: Yoga to the People NY
- Promoting healthy lifestyle

33. The Tea Truck