Marketing Strategy for Relic Teas | Maaketto Portfolio

Background:

Relic Teas is celebrated for its premium hand-plucked loose-leaf teas, harvested through traditional methods across small family farms in China and Taiwan. With world-renowned Chinese classics and exquisite Taiwanese Oolongs, Relic Teas aimed to strengthen its brand positioning through storytelling that reflects its deep cultural roots and artisanal heritage.

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Challenge:

Despite a remarkable product lineup, Relic Teas lacked a compelling brand narrative to emotionally engage a global audience. The brand needed to communicate the craftsmanship behind each leaf and the multigenerational family story driving its mission—all while standing out in an increasingly saturated tea market.

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Solutions:

Brand Narrative & Visual Identity

• Crafted an emotional narrative spotlighting the family behind Relic Teas, their generational expertise, and their dedication to traditional cultivation techniques.
• Developed a detailed hero illustration showing the family working in harmony within a thriving tea ecosystem, blending artistry and storytelling in a memorable visual.

Interactive Digital Campaign

• Launched "Step into the Unknown", a digital journey through tea cultivation, heritage, and hidden symbolism behind each tea variety.
• Created immersive blog content, virtual experiences, and engaging storytelling touchpoints across the site.

Social Media Strategy

• Deployed the illustration in interactive social content: users explored and uncovered hidden tea elements while learning about Relic’s process and values.
• This gamified approach boosted awareness and education through micro-stories and curiosity-based design.

Packaging & Brand Touchpoints

• Infused the new packaging design with illustrated elements, unifying the customer journey from digital to physical experience.
• Focused on storytelling through visuals, textures, and copy on the product boxes.

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Implementation:

Over the course of a year, Maaketto rolled out the campaign in stages, adapting continuously based on performance analytics and community engagement. The marketing strategy spanned branding, digital experiences, and physical packaging to ensure brand consistency at every touchpoint.

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Result:

• Brand Awareness: Significant increase in global brand recognition, with a 50% increase in social media following.
• Customer Engagement: High engagement rates on interactive content, with notable increases in website traffic and time spent on pages.
• Sales Growth: Recorded a 35% increase in sales, particularly in premium teas, following the campaign launch.
• Award-Winning Packaging: Received accolades for innovative packaging design, enhancing brand prestige.

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Maaketto’s strategic storytelling approach helped Relic Teas build emotional resonance with its audience, transforming its brand into a symbol of authenticity and artisanal excellence. This collaboration highlights the power of culturally grounded storytelling in modern marketing strategies.

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