Narra, a new Asian-inspired tea brand, is the latest line of RTD oat milk tea lattes. It takes classic Asian milk teas and updates them with contemporary twists like oat milk and no refined sugars.
Narra’s new range includes black tea, strawberry matcha, and oolong tea. The dairy-free, naturally caffeinated drinks contain no added sugars or artificial ingredients. Miggy Reyes, who founded Narra with her sister Victoria, said Narra was born to refresh the daily siptual and transport the consumer to that joyous Merienda feeling with the most refreshing plant-based tea lattes with Asian-inspired flavors.
Jolene Delisle, founder and head of creative at The Working Assembly, pointed out that Narra is the national tree of the Philippines, resilient and strong. “We wanted to encapsulate that into the branding. We love working with emerging companies that have such clear vision off the bat, and the Reyes are a perfect example of clients who are able to align their values with what they are trying to achieve with their brand in such a seamless, symbiotic way.”
The Working Assembly saw to that Narra retained a vibrant, clean and contemporary look. The brand is unique in the tea category and provides a powerful contrast to Filipino tradition. Erika Romanczuk, the designer, said they reinterpreted the “banig” (traditional handwoven mat) by creating patterns resembling the square tiles of the handwoven designs and combining them with modern illustrations. “We used these combinations throughout the brand system from the can designs to the website.”
The agency incorporated colors and illustrations, and integrated fun hover effects, for the website. “There’s also an entertaining unscrambling illustration game in the footer; it enables the site to engage with visitors and customers in a novel way. Erik Poh, a senior copywriter, said Narra needed a more playful voice to match its lights and delightful flavor. “The idea of the daily siptual leans into that cheeky but inviting personality, making Narra feel like an easy-to-drink beverage that makes every day more energized and delicious.”
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