| LAUNCHING MODEST TEA

| LAUNCHING MODEST TEA

| LAUNCHING MODEST TEA

Designing and running a loose leaf iced tea business

Designing and running a loose leaf iced tea business

Designing and running a loose leaf iced tea business

Setting the scope

Setting the scope

Setting the scope

In the spring of 2018, myself and close friend Edwin pulled the trigger on a project we had been dreaming up for half a year - a startup soft drinks business.

In the spring of 2018, myself and close friend Edwin pulled the trigger on a project we had been dreaming up for half a year - a startup soft drinks business.

In the spring of 2018, myself and close friend Edwin pulled the trigger on a project we had been dreaming up for half a year - a startup soft drinks business.

Our goal was to learn more about what happens after a product has been designed and launched. As design students we were continuously refining our design work and process, but never had the opportunity to see what would happen if we decided to bring a product to market.

Our goal was to learn more about what happens after a product has been designed and launched. As design students we were continuously refining our design work and process, but never had the opportunity to see what would happen if we decided to bring a product to market.

Our goal was to learn more about what happens after a product has been designed and launched. As design students we were continuously refining our design work and process, but never had the opportunity to see what would happen if we decided to bring a product to market.

Planning the venture

Planning the venture

Planning the venture

As we both had summer internships lined up at this point, we agreed our goal was to make as much progress as possible before they started. If all went to plan, our ideal endpoint would be after we had made at least one sale.

As we both had summer internships lined up at this point, we agreed our goal was to make as much progress as possible before they started. If all went to plan, our ideal endpoint would be after we had made at least one sale.

As we both had summer internships lined up at this point, we agreed our goal was to make as much progress as possible before they started. If all went to plan, our ideal endpoint would be after we had made at least one sale.

We started by filling out a business plan canvas, this involved coming up with ideas across several areas ranging from value proposition to revenue streams.

We started by filling out a business plan canvas, this involved coming up with ideas across several areas ranging from value proposition to revenue streams.

We started by filling out a business plan canvas, this involved coming up with ideas across several areas ranging from value proposition to revenue streams.

Using design thinking, we tackled the problem areas with a more hollistic approach, leading us to look into existing products and what they offered consumers.

Using design thinking, we tackled the problem areas with a more hollistic approach, leading us to look into existing products and what they offered consumers.

Using design thinking, we tackled the problem areas with a more hollistic approach, leading us to look into existing products and what they offered consumers.

Market research

Market research

Market research

After our initial planning, we decided that we wanted to create a drink aimed at the 'naturally healthy beverages' market, so we focused our market research to similar products in this category.

After our initial planning, we decided that we wanted to create a drink aimed at the 'naturally healthy beverages' market, so we focused our market research to similar products in this category.

After our initial planning, we decided that we wanted to create a drink aimed at the 'naturally healthy beverages' market, so we focused our market research to similar products in this category.

Our research showed us that in the UK, most drinks in this category were juices, however we did notice that in asian supermarkets and the east iced teas were very popular.

Our research showed us that in the UK, most drinks in this category were juices, however we did notice that in asian supermarkets and the east iced teas were very popular.

Our research showed us that in the UK, most drinks in this category were juices, however we did notice that in asian supermarkets and the east iced teas were very popular.

Most of these iced tea drinks had copious amounts of sugar and were made from tea extracts, but we wondered if we could create a health focused variant of these drinks, playing off the health benefits of drinking high quality fresh tea whilst bringing eastern flavours to our home.

Most of these iced tea drinks had copious amounts of sugar and were made from tea extracts, but we wondered if we could create a health focused variant of these drinks, playing off the health benefits of drinking high quality fresh tea whilst bringing eastern flavours to our home.

Most of these iced tea drinks had copious amounts of sugar and were made from tea extracts, but we wondered if we could create a health focused variant of these drinks, playing off the health benefits of drinking high quality fresh tea whilst bringing eastern flavours to our home.

Designing the flavours

Designing the flavours

Designing the flavours

Before we began mixing our flavours, we wrote a brief so we knew what the ideal outcome would be.

Before we began mixing our flavours, we wrote a brief so we knew what the ideal outcome would be.

Before we began mixing our flavours, we wrote a brief so we knew what the ideal outcome would be.

The drinks had to:

The drinks had to:

The drinks had to:

· Be made from 100% natural ingredients

· Be made from 100% natural ingredients

· Be made from 100% natural ingredients

· Contain 5% or less sugar content

· Contain 5% or less sugar content

· Contain 5% or less sugar content

· Be suitable for consumption by vegans

· Be suitable for consumption by vegans

· Be suitable for consumption by vegans

To create our flavours, we took an iterative approach of mixing, tasting and testing with customers in our target market. We were using loose tea leaves and fresh lemon, so wanted our flavours to taste like those natural ingredients whilst remaining refreshing.

To create our flavours, we took an iterative approach of mixing, tasting and testing with customers in our target market. We were using loose tea leaves and fresh lemon, so wanted our flavours to taste like those natural ingredients whilst remaining refreshing.

To create our flavours, we took an iterative approach of mixing, tasting and testing with customers in our target market. We were using loose tea leaves and fresh lemon, so wanted our flavours to taste like those natural ingredients whilst remaining refreshing.

We ended up creating two distinct flavours to launch with:

We ended up creating two distinct flavours to launch with:

We ended up creating two distinct flavours to launch with:

· A ceylon black tea with lemon and agave

· A ceylon black tea with lemon and agave

· A ceylon black tea with lemon and agave

· A sencha green tea with lemon, mint and agave

· A sencha green tea with lemon, mint and agave

· A sencha green tea with lemon, mint and agave

Branding and packaging

Branding and packaging

Branding and packaging

We named the brand 'Modest,' to reflect the simpicity of the ingredients used in our drinks and to predicate our idea of having the packaging highlight the contents of the bottle, rather than shout about it.

We named the brand 'Modest,' to reflect the simpicity of the ingredients used in our drinks and to predicate our idea of having the packaging highlight the contents of the bottle, rather than shout about it.

We named the brand 'Modest,' to reflect the simpicity of the ingredients used in our drinks and to predicate our idea of having the packaging highlight the contents of the bottle, rather than shout about it.

"Modest tea provides iced tea drinks brewed from loose tea leaves to maximise flavour, as well as the number of body loving antioxidants in every sip."

"Modest tea provides iced tea drinks brewed from loose tea leaves to maximise flavour, as well as the number of body loving antioxidants in every sip."

"Modest tea provides iced tea drinks brewed from loose tea leaves to maximise flavour, as well as the number of body loving antioxidants in every sip."

We kept the logo simple, modest even. The droplet and leaves reflect that this is a drinks brand focused on using natural ingredients.

We kept the logo simple, modest even. The droplet and leaves reflect that this is a drinks brand focused on using natural ingredients.

We kept the logo simple, modest even. The droplet and leaves reflect that this is a drinks brand focused on using natural ingredients.

We used clear labels for the packaging so we could show off as much of the drinks natural colour as possible. The idea was to show we had no nasty secrets to hide about our product, so we put it front and centre.

We used clear labels for the packaging so we could show off as much of the drinks natural colour as possible. The idea was to show we had no nasty secrets to hide about our product, so we put it front and centre.

We used clear labels for the packaging so we could show off as much of the drinks natural colour as possible. The idea was to show we had no nasty secrets to hide about our product, so we put it front and centre.

Production and certification

Production and certification

Production and certification

As we were selling a drinks product, we had to obtain a food safety certification from the local council in order to legally sell our product.

As we were selling a drinks product, we had to obtain a food safety certification from the local council in order to legally sell our product.

As we were selling a drinks product, we had to obtain a food safety certification from the local council in order to legally sell our product.

To meet the requirements for this, we had to:

To meet the requirements for this, we had to:

To meet the requirements for this, we had to:

· Complete the 'food safety at work' training course level 2

· Complete the 'food safety at work' training course level 2

· Complete the 'food safety at work' training course level 2

· Pass a food safety inspection of our place of manufacture

· Pass a food safety inspection of our place of manufacture

· Pass a food safety inspection of our place of manufacture

· Keep a working document of our food safety practices and findings

· Keep a working document of our food safety practices and findings

· Keep a working document of our food safety practices and findings

After we had received our certification, we began producing the drinks in batches of 18 bottles per hour.

After we had received our certification, we began producing the drinks in batches of 18 bottles per hour.

After we had received our certification, we began producing the drinks in batches of 18 bottles per hour.

Sales and distribution

Sales and distribution

Sales and distribution

We sold our drinks at the Newcastle Quayside Market and to local cafés and restaurants. This not only generated us sales, but allowed us to get feedback on the product from real customers.

We sold our drinks at the Newcastle Quayside Market and to local cafés and restaurants. This not only generated us sales, but allowed us to get feedback on the product from real customers.

We sold our drinks at the Newcastle Quayside Market and to local cafés and restaurants. This not only generated us sales, but allowed us to get feedback on the product from real customers.

Numbers

Numbers

Numbers

We collated our figures at the end of our 3 month venture in order to quantify the success of the business.

We collated our figures at the end of our 3 month venture in order to quantify the success of the business.

We collated our figures at the end of our 3 month venture in order to quantify the success of the business.

300

300

300

Sales

Sales

Sales

Our total sales from the Quayside market, local restaurants, cafés and events totalled over 300. We had only been selling for around 4 weeks at this point.

Our total sales from the Quayside market, local restaurants, cafés and events totalled over 300. We had only been selling for around 4 weeks at this point.

Our total sales from the Quayside market, local restaurants, cafés and events totalled over 300. We had only been selling for around 4 weeks at this point.

£500

£500

£500

Plus

Plus

Plus

During our 3 month venture we generated over £500 in gross profit, meaning we had recouperated all of our startup costs and even generated a small amount of net profit in the process.

During our 3 month venture we generated over £500 in gross profit, meaning we had recouperated all of our startup costs and even generated a small amount of net profit in the process.

During our 3 month venture we generated over £500 in gross profit, meaning we had recouperated all of our startup costs and even generated a small amount of net profit in the process.

What I learnt

What I learnt

What I learnt

From this experience, I have practiced and gained a breadth of knowledge which I hope to apply to future projects I undertake:

From this experience, I have practiced and gained a breadth of knowledge which I hope to apply to future projects I undertake:

From this experience, I have practiced and gained a breadth of knowledge which I hope to apply to future projects I undertake:

· A step by step process for developing a commercially viable product from inital idea through to the hands of consumers, and how to grow production and sales into the business's future.

· A step by step process for developing a commercially viable product from inital idea through to the hands of consumers, and how to grow production and sales into the business's future.

· A step by step process for developing a commercially viable product from inital idea through to the hands of consumers, and how to grow production and sales into the business's future.

· Applying design thinking outside of a typical design project, to help identify and execute new opportunities in a competitive marketplace.

· Applying design thinking outside of a typical design project, to help identify and execute new opportunities in a competitive marketplace.

· Applying design thinking outside of a typical design project, to help identify and execute new opportunities in a competitive marketplace.