Big Time Tea Company, outside Atlanta, Georgia, was starting fresh. A former television executive promotion producer, Melinda Hicks noticed an overabundance of sweetened juices and drinks on the shelves rather than a healthy alternative for her daughter, Julia. Flavored water beverages were tasteless and even the organic offerings were loaded with sugar. She saw opportunity in the market, fueled by her own needs as a mom. But where do you begin with a new idea, in a new field, that has never been marketed, compared, or even created yet?
Word of mouth is a strong factor in business, and that’s where Melinda started. After creating the prototype for Little Me Tea and doing a bit of research, Melinda Hicks contacted Can I Have Your Attention, which was recommended to her by a mutual writer friend. After a phone consultation establishing the needs and the creative fit, the CIHYA/Little Me Tea journey began. The logo was created first. It had to convey health, strength, be colorful, playful…oh, and introduce tea.
Since the packaging would rely on the direction of the brands logo, the LMT logo had to be strong winner. With a new product and concept in kids’ drinks, the logo and packaging must stand out from the others. A winner was created and selected. What followed were hours of grocery shelf snapshots and online packaging viewing of beverages. The research homework was complete and something interesting unveiled. Other than animated characters stocking the shelves, or glossy photo-shopped fruit medleys, not one product featured the target audience: children. Since Little Me Tea’s inspiration was Julia, she would be the solution. And since people are attracted to people, and kids to bright colors, the answers unfolded. So, the new tea drink that fills a void will also have packaging that does the same.
left to right: Julia, the inspiration for LMT, at the shoot for the box. The back of the packaging with all things good. Proud papa Michael with the first product rollout along with Cleveland Cook, one of CIHYA’s designer/directors.
If this tea could be good for kids, why stop there? The blends followed guidelines for organic, caffeine-free, and low sugar, but Little Me Tea went further to feature on the second box an autistic friend of Julia’s named Zane, thereby including those children with special dietary needs for whom good nutrition is essential.
With her first line of flavors, Melinda is getting LMT onto store shelves near you. (Ask your store manager to stock it in your local store). And she is beginning the second phase of LMT along with CIHYA…8 oz juice boxes! Wish us all luck…
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