This project was focused on us making a product for a specific region, I was assigned to make a brand of tea for the southern region of the US. Research was done to see what kinds of tea are sold or consumed more in the region and what demographics consumed those products. The research showed that sweet tea was the most popular type of tea in that region, but given the saturation of the market, it seemed like putting a new spin on it was necessary. Seeing the popularity of both sweet tea and energy drinks in the region it seemed best to merge the concepts together to make a new product.
The product then needed to mix the high energy feel that comes with energy drinks and combine that with some of the more traditional aesthetic of sweet tea. This resulted in having the product packaged in glass bottles to match the traditional sweet tea methods with the labels and the brand keeping that energy and humor attributed to an energy drink, thus resulting in “Sugah High”.
