Dhyāna
The project
Dhyāna is a made in Italy brand of premium quality leaf teas and natural herbal teas. Ethics, originality and naturalness are the values that distinguish its blends, created to convey unique sensations that remain beyond the time of a break, and offered in recyclable and environmentally friendly filters and packaging. The products, organized in the e-commerce by format, origin and type, tell a fascinating world of ingredients, flavors, history and traditions, and reflect the founder’s passion for Oriental cultures.
Brand Identity
The name Dhyāna was conceived after careful study of the tone of voice to evoke the concepts of slowness, calm and conscious tasting, characteristic of the brand. The word is of Sanskrit origin and means “vision,” in addition to identifying a phase in the meditation process, and comes from far away, just like the teas and herbal teas offered. From these fixed points came the design of the symbol that represents the brand identity, enriched by the payoff “Natural leaf tea” designed to enhance the concept of naturalness of the blends. SAY created all the paper and digital materials to support the brand’s communication: letterhead, business cards, email signature, promotional flyers and graphic adaptations for social channels (Facebook and LinkedIn).
Packaging
For Dhyāna, product packaging (packaging and filters) and packaging and shipping supports were also created, designed not only in terms of graphics and copywriting, but also in terms of the choice of materials and treatment for an exclusive result.
E-Commerce development
Dhyanatea.com is not just a portal for selling blends, but a website that guides users through all the nuances of the project: from the founder’s passion for Eastern cultures to the search for socially responsible producers and the selection of sustainable packaging. SAY was responsible for the design and development of the e-commerce site, which was designed to highlight the brand’s identifying values (quality, naturalness, originality) and favouring a clean, minimalist style that is also striking. To convey all the unique features of the project and enhance the individual products, the agency also curated the texts (which were then translated into English and German), enriching the visitor’s experience of the site with emotional images taken from the brand’s photo shoot.
Social Media Management
Social media management activities are based on promoting Dhyāna products, loose leaf teas and herbal teas, and involve drafting an editorial plan, editorial planning and community management in Italian on Facebook and Instagram.
Digital Advertising
To further promote brand awareness of the channel and give visibility to the brand’s products, SAY oversees the advertising investment strategy for the creation of high-performance campaigns on Facebook and Instagram.
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