"Since go-live the feedback has been overwhelming. Visitors love the vibrancy of the new brand and the simplicity of browsing and ordering our teas online." Leanne Pratt
A rebrand was essential when tea retailer Leanne Pratty decided to shut her bricks and mortar shop and move her business online. Comprehensive research, fresh creative and strategic direction were developed with Craig Pethybridge and the team at advertising and brand agency True. This saw Leanne and her highly respected profile as an Auckland-based naturopath and herbalist placed at the core of the all-new 'Pratty's Feel Good Teas' identity. The Cohorts were brought in to translate the new thinking and brand assets into their digital counterparts.
As we developed our thinking for Pratty’s, we opened up two channels of communication. The first was between Craig and Reuben to establish the conversion of the new aesthetic over to the online space. The second, between Leanne and Reuben, was to develop the functionality and management of the site going forward. These parallel conversations were managed as part of a seamless production process so that Leanne and Craig were clear at all times about how the project was progressing.
Leanne's extensive knowledge of tea, naturopathy and herbalism were highlighted on the site by the Prattypedia, an A-Z wiki of health benefits, qualities and tea terminology. The Cohorts customised an existing wiki module to allow site visitors to hover over specific words for a short explanation, and click through to the Prattypedia for detailed information. The Prattypedia is a point-of-difference for Pratty’s teas that helps drive customer engagement.