New Tea Range Targets Millennial and Gen Z Consumers

OFFBLAK, a lifestyle tea brand delivering blends that taste as good as they make you feel, has today launched in the UK, with branding by London-based branding agency & SMITH. OFFBLAK targets Gen Z and millennials driven by beauty, status and experience with an identity that encourages the consumer to "Drink tea like everybody’s watching."

& SMITH created a brand identity that brings a premium feel to a highly discerning Gen Z and millennial market, which & SMITH has playfully named Generation T. Stepping away from existing category design codes, & SMITH introduced a fresh color palette and range architecture that differentiates between the four core categories: Fully Charged, Chill Out, Glow and Caff Free.