GoodEarth, one of the pioneers of the American herbal tea brand, was founded in Santa Cruz County, California, in 1972. At first, the tea brand GoodEarth was created for its restaurant of the same name. In 1988, GoodEarth began to make bagged herbal tea for sale in California, gradually expanding the market scope, and then increasing the variety of tea products. In 2005, GoodEarth was acquired by Tata Group of India. Today, GoodEarth has more than 25 flavors of mixed herbal tea, which are sold to the United Kingdom, China, India and other countries.
1. Product: natural and pure herbal flavor
(1) Seek for unique flavor of herbal tea
GoodEarth’s products are mainly divided into tea and Kombucha. There are many kinds of tea, including black tea, Indian tea, green tea, herbal tea, oolong tea, white tea and unique sweet and spicy tea. Among them, most are blended tea, and only 7 are non-blended tea, including pekoe and silver needles from China. Now, GoodEarth’s tea is mainly sold on the Internet.
GoodEarth combines tea with the spirit of California’s freedom, adventure and pioneering spirit, and introduces many unique tea products, one of which is the sweet and spicy tea series. This is a series of “all kinds of flavor except ordinary flavor”. Among the 14 kinds of tea, there are sweet and spicy night tea made from natural longguo flavor, organic chamomile, natural cinnamon flavor and other raw materials; There are sweet and spicy green tea made from steamed green tea, cinnamon, citronella, rose fruit, natural grapefruit flavor and other raw materials; There are sweet and spicy Indian tea made from black tea, cinnamon, ginger, chicory root and other raw materials.
In order to meet the needs of caffeine-sensitive people for tea, GoodEarth also launched “decaffeinated” and “decaffeinated” series, so that people will not suffer from insomnia while drinking tea. In this series of tea, there is a special tea called Ayurveda Tea. This tea is inspired by the Vedic culture of India, which has a history of 5000 years. The Vedic culture advocates achieving overall happiness through achieving balance. GoodEarth created this tea to hope that people can have a peaceful mind and a happy life through drinking tea.
In order to ensure the safety and purity of tea, GoodEarth never uses artificial spices, pigments, essence, preservatives, gluten and other allergic substances for blending. It will mark all the ingredients used in the product raw material catalogue, and add the prefix of “natural” before some ingredients, so that buyers can clearly know what they are drinking, which is more reassuring.
GoodEarth also gave some tea products interesting tea names: the combination of Pu’er tea and lemon and peach is called “Puerh Jam Session”, the organic black tea is called “Amber Sunset” because of its orange color and lubricating taste, and the combination of green tea and mango, pepper and apricot slices is called “Mango Chili BANG BANG”. These names always arouse people’s curiosity and urge them to taste these special tea products.
(2) Bring good tea from the good tea garden
GoodEarth has always insisted on “finding good tea from good tea gardens and bringing it to people”, such as Hathikuli Plantation in India and Kanan Devan Hills Plantation, the former is a famous organic plantation in India, and the latter is one of the highest elevation and best environment tea plantations in the world. There is a beautiful environment, pure air and fertile soil. The tea grown in these plantations is of good quality and has a unique aroma of flowers and fruits. It is very suitable for use as the raw material of herbal tea.
At the same time, GoodEarth is equipped with a team of professional tea blending experts, who have many years of experience in blending, and will conduct field research in tea gardens around the world, carefully screen tea and carefully blend. All the tea and Kombucha of GoodEarth have been certified by the International Quality Assurance Organization (QAI), and have also been recognized by the American Orthodox Union. All the products are vegetarian and drinkable, which are the embodiment of its high quality.
Although GoodEarth’s tea is of high quality and one of the world’s luxury tea brands, its price is usually $8.99/85g (equivalent to about 64 yuan/85g), which is one of the reasons why many people like GoodEarth.
2. Brand design: fresh and natural wind
GoodEarth put forward the concept of “natural and pure herbal flavor” at the beginning of its establishment, and is committed to providing natural and ecological herbal tea. However, there are many tea brands with this concept, and there are also many tea brands that provide high-quality tea products to consumers with a sincere attitude. How does GoodEarth find the differences with other tea brands to improve the brand differentiation? This is mainly reflected in its brand logo, brand image design, brand publicity and other aspects.
(1) Brand logo: integration of culture, tea mixing and tea drinkers
The brand logo of GoodEarth has been modified once. The brand logo used now consists of two pieces of tea, a brand name, a label representing the tea company, and a simple box, representing the integration of culture, tea mixing and tea drinkers, and harvesting pleasure and exploring a new world in the integration. Two green and dark green tea leaves remind people of the thousands of small tea buds growing on the tea hill at the beginning of the tea season; There is a simple box around the brand name “GOOD EAST”, which seems to imply that “good soil and good earth environment can produce good tea without pollution”, echoing the concept of “natural purity”.
(2) Packaging and design: blow the wind of natural vitality
The packaging of GoodEarth is divided into three different forms: box with lid, paper box and bottle, and its design also reflects a natural and fresh style. The box with cover is decorated with tea, flower patterns, small strawberries, roses, beach coconut trees and elephants as shading, and has many colors such as dark blue, orange, pink, orange, emerald green and bright yellow; The box body is attached with information labels related to tea products. The cartons are packed in simple packaging with bright gradient colors and hand-painted patterns. The bottle is mainly used for Kombucha of GoodEarth. The color of the tea can be seen directly through the glass bottle, which has a sense of “natural presentation”.
(3) Publicity videos and posters: arouse people’s sensory resonance
GoodEarth’s natural and fresh style is not only reflected in its brand logo and packaging, but also in the design of its promotional films and posters. The promotional film cleverly presents those attractive elements: the ecological landscape of the plantation, different flavors of herbal tea, rich tea blending materials, jumping colors and lively music. These pictures and sounds can make people feel the sunshine and purity of GoodEarth.
GoodEarth often presents a combination of beautiful natural scenery and diverse herbal tea drinks in posters or pictures uploaded on blogs, and the colors in the pictures are mostly bright and harmonious, with a strong sense of immersion and easy to arouse sensory resonance. Like the following pictures, people can feel the fragrance of mango, the sweetness of pomegranate, the freshness of orange and the clearness of spring while watching, and feel the magic of GoodEarth herbal tea.
3. Brand concept: a firm practitioner of sustainable concept
GoodEarth has been producing tea with the concept of sustainable development since its inception, insisting on taking tea from nature and returning it to nature. As stated in a sentence on the official website: “Nature gives us delicious food and exciting drinks, so we should give back. This is a problem that need not be considered.”
(1) Environmentally friendly tea cans and pyramid-shaped tea bags
GoodEarth does not use plastic bags, plastic boxes and other non-degradable materials to make packaging. Its packaging is almost recyclable or reusable. The tea pot with lid described above can be used as a pen holder, dry cake box, jewelry box, or to hold tea after being drunk. GoodEarth launched a topic on Instagram to encourage people to show pictures of their second use of tea cans. The cartons and cartons used to hold tea are 100% recyclable, but the paper bags used to hold tea are not available for the time being. Because in order to ensure the freshness of tea, it is necessary to use non-recyclable aluminum foil sealed packaging. However, GoodEarth has been looking for materials that can both recycle and preserve the flavor of tea.
The tea bag of GoodEarth is different from that of other tea brands. It is pyramid-shaped. This special design is to better let the tea soak in the water, release its own aroma and taste, and at the same time, avoid mixing the tea with fine tea residue, affecting the taste. In addition, GoodEarth’s tea bags have a more special point: they are biodegradable and can be used as industrial compost. So don’t worry about these small tea bags becoming a burden on the earth. However, not all teas will use this kind of tea bag, because some teas are too delicate and will damage their shape and taste if placed in the tea bag.
(2) Take social responsibility with a positive attitude
GoodEarth has close cooperation with the “1% For The Planet” organization, and will donate 1% of the total sales of the enterprise to the organization for environmental protection every year. GoodEarth cooperates with non-profit organizations to make its organic tea bags “return to nature” and reduce environmental pollution.
GoodEarth has also obtained the Rainforest Alliance certification to ensure that the environment in which tea is grown is pollution-free, the rights and interests of agricultural workers are protected, and the development of the environment is reasonable. All these are conducive to the enterprise to obtain the trust and support of employees, consumers and partners, and to achieve considerable development.
At the same time, GoodEarth is very concerned about the workers and farmers who work for it. It has cooperated with the Ethical Tea Partnership for more than 20 years, and consciously accepts the supervision of the alliance at ordinary times, and strives to provide a fair, friendly and sustainable working environment for workers and farmers. Just like during the COVID-19, GoodEarth issued a “COVID-19” statement. While making a commitment to consumers to ensure the quality of tea, it also stated that enterprises would pay attention to the safety and health of production workers and farmers, and work together to overcome difficulties.
In order to ensure that tea is trusted by consumers, GoodEarth also cooperates with The Organic Association, with the idea of “changing the future of food and agriculture”, strictly complies with the Association’s standards, produces qualified organic tea, and provides herbal tea in a way that protects nature and consumers.
GoodEarth has fulfilled its commitment to “repay nature” with a persistent attitude and sincere actions, rooted the image of “environmental guardian” in the hearts of consumers, created a responsible brand image, and made it the first choice of many environmentalists.
4. Brand interaction: talk with people in a thoughtful way
GoodEarth was born in California in the 1970s. It was born with a passion: to create a variety of tea products enthusiastically, to participate in the protection of the earth enthusiastically, and to communicate with “friends” enthusiastically. In GoodEarth’s view, consumers are their “friends”. They are willing to tell consumers how to choose better tea, how to save their favorite products, how to learn more about tea culture, and how to better enjoy the beautiful world.
(1) “Tea Test” and “Tea 101”
GoodEarth provides the “Tea Quiz” service to help buyers choose their own tea products. This little test is different from the general test. Its question is not about the tea itself. It uses seemingly unrelated questions such as “where do you want to go for vacation”, “who do you like to travel with”, “how have you been recently”, “what movies do you like to watch”, “what do you want to eat now”, “what flavor do you like” to judge the buyer’s recent life status, and then recommend the relevant tea combination. This can not only solve the buyer’s choice problem, but also let them try different tea products according to their mood and state each time. It is a very innovative recommendation method.
At the same time, GoodEarth is also concerned about how to let people know more about tea and tea drinking. To this end, the official website has set up a special column “Tea 101”, through which people can learn the characteristics of six kinds of tea, including black tea, Pu’er tea, oolong tea, white tea, herbal tea and green tea, and learn the cold and hot brewing methods of loose tea and tea bags. Taking tea culture as a link for communication is more approachable and more popular with consumers than overwhelming propaganda.
(2) Use social platforms to increase interaction space
GoodEarth not only communicates with people on the official website, but also opens a blog and interacts with people on major social media platforms. The official website is an official space. If people are not interested in tea culture, they may not open a column to browse and learn. But the social platform is different. In the new media era, people will get information and communicate with others on the social platform almost every day. After realizing this, GoodEarth opened a blog platform called “Teaventure”, which will publish information or launch activities on this platform at ordinary times, especially when new products are launched or on holidays.
GoodEarth’s communication mode is very characteristic, and the theme is often very positive and warm, which can tap into people’s deep needs and find resonance. For example, on Earth Day last year, GoodEarth advocated a one-week “Earth Week”, insisting on low-carbon travel, healthy life, and caring for the earth; Last year’s Mother’s Day, GoodEarth suggested that on the Mother’s Day, we should learn to give our mother a hug, thank her for everything she has done, and give her a precious gift.
GoodEarth will also share some recipes on this platform and Instagram to teach you how to make delicious and unique food with herbal tea, such as Jamaica strawberry lime popsicle, sweet and spicy orange cider, summer evening tea, etc.
Every successful tea brand will be remembered for its unique brand personality. GoodEarth has been committed to providing high-quality organic herbal tea for decades with the concept of “natural and pure herbal flavor”; It also has a high sense of social responsibility and humanistic care, adheres to the sustainable development mode, and cares for the workers and farmers of enterprises; And communicate with people in a friendly way, pay attention to the needs of the public and lead them to feel the charm of tea culture. All these have enabled this young brand, only 48 years old, to stand out among many tea brands and become one of the world-famous brands. In the 21st century, it has taken its own path of differentiation and won people’s favor.