Chá After
Chá After is a tea like no other — a special mixture curated for the sole purpose of relieving the symptoms of one of the greatest hardships most of us inevitably face… the hangover.
Recently released, the Brazilian-based company will begin its brand’s expansion through digital content with ample opportunity to explore its fun DIY and collage-based style that, supported by the product’s unorthodox objective, is set to disrupt and energize a market permeated by dull, subtle, and quiet brands.
Due to its mission (relieving hangover symptoms), the tea faces communication challenges imposed by guidelines from the government’s health regulatory agency (Anvisa). In Brazil, the “promise” of a consumable product cannot be mentioned directly in its packaging, leading us to find new ways to communicate the product’s goals. With the use of collage aesthetics and allusions to party settings, Chá After is able to imply its “hidden” purpose in a way that is fun and engaging while instantly setting the brand’s tone and style.
DIY Aesthetic
The tea’s social media strategy emphasizes the “do it yourself” aesthetic. The simple, humorous, free-spirited tone helps us break away from a market that is dominated by traditional brands that often fail to establish honest and engaging communication with customers.
