Background: TTI is a joint venture between UAE’s Rise Group and China’s largest tea grower, Tenfu. The company exists to source, package, and distribute teas from around the world to the region, with a specific focus on Chinese teas. While Vertea is dedicated to green teas, The Leaf is a premium range of teas focusing on creating the tea experience for consumers.

Deliverables: Our assignment with TTI began with a strategic component of developing the market entry (go-to-market) strategies for the two brands. Upon approval of the strategy from the TTI board, we were asked to remain on board and deliver the packaging, communication, commercial, distribution partner alignment, and overall marketing deliverables.