Brief:
'To create a new ice tea brand that has a distinctive and compelling sustainable story- Chrysalis Student Awards brief 2021.
Problem:
Sustainable drinks are generally unengaging and have premium associations that make it less appealing to a younger broader audience.
Insights:
The coffee industry is saturated and seasonal, therefore coffee farmers are unable to have astable all year round income. This causes migration and farmers to seek unsustainable work. Coffee leaves are a discarded product from coffee production and could be used to provide a supplement income as well as being a healthy alternative to coffee and traditional tea.
Solution:
Moja fills the gap in the market by using wit, puns and humour that challenges the premium sustainable brands, marketing in a more fun, energetic way. The coffee industry is saturated and seasonal and Moja benefits coffee farmers and meets the increasing demands of the industry by using the waste product coffee leaves.
