A strong and consistent brand identity
- Laxcina Arunthavakumaran
- 29 nov. 2021
- 3 min de lecture
Dernière mise à jour : 2 déc. 2021
“Stand out the crowd” could have been Kusmi Tea’s motto. If we can not reproach originality to a tea brand, it’s Kusmi Tea. Its marketing moves have always been remarkable and indeed, for Sylvain Orebi [1], CEO of Kusmi Tea, the better the product, the more effective the marketing. Indeed its atypical branding reflects its signature which is innovative tea blends.
The branding strategy has been built by Kusmi Tea so that it matches with its positionning and attracts its customer target: upper-class active women that have a taste for trend and well-being. In order to portray the right image to its customers but especially to make the brand more identifiable, the premium tea brand has very strong assets: its logo, its packaging and its stores.

A symbolic logo
Its sophisticated logo, refers directly to the diversity and the history of Kusmi Tea. Drawed by the founder Pablo himself [2], it lets appear several significant elements: the cathedral Saint-Isaac of Saint Petersbourg build by a French architect, a horseman sculpture also made by a French artist and tea flowers, all of them on a symbolical red font. This drawing appears as a background on which figures “Kusmi Tea” in black capital letters and in a curvy shape. A complex logo, yet recognizable by an elaborate design representing a mix of cultures, just as the brand and its product.
A signature packaging
And yet, the most identifiable in all likelihood is the packaging. The roundness of the packaging breaks the codes of traditional tea wrapped in square boxes. Besides, the metalic material refers to the high-end tea while adding a vintage touch to it. The popping colors of the packagings mostly make them appealing and modernize the brand addressing to active and dynamic women. The effort on the appearance of the product does not stop only to those rounded metalic and eco-friendly boxes, but it is also visible on the inside. Tea bags are embroidered in muslin and are attached to cords and not threads that are often accidentally torn off.
Kusmi Tea are also often used as gifts for their good quality teas but also for their packaging. The brand proposes what is the object of much sale especially with the end of the year celebrations to come: the tea gift sets. Those colorful sets are a great present for the aesthetic of the box gathering different colors, either with mini versions of rounded boxes or with unique samples of different teas wrapped in colorful papers printed with the logo.
A remarkable store
When purchasing those gifts, the stores where we buy them are no less identifiable. With their ground and walls full of red and the interior marked by the very bright colors of tea boxes well arranged and ordered, we can not forget in which store we are.
All those brand assets are gathered to enhance the way Kusmi Tea wants to be portrayed that can eventually be different from how it is actually perceived by the customers. Here is the Kapferer Prism that reflects Kusmi Tea’s brand image at the left, how customers perceive the brand and brand identity at the right, how the brand wants to be perceived. According, to Mr. Kapferer himself, the strongest brands establish these 6 elements transparently so that the message is coherent with the brand identity [3]. From Kusmi Tea’s Kapferer prism, we can see a close and consistent link between both brand identity and image.
Laxcina ARUNTHAVAKUMARAN
[1] Cohen, E. (2017). Sylvain Orebi (Kusmi Tea) : « Pas de marketing efficace sans bon produit ». E-Marketing. https://www.e-marketing.fr
[2] Notre Marque. Kusmi Tea. https://www.kusmitea.com
[3] What is the Brand Identity Prism (and How Can It Help Your Brand)? (s. d.). Merlinon. https://merlinone.com
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