Atlanta-based Teavana--a chain of "tea emporiums" housed in upscale shopping malls--is popping up across the U.S. For shoppers looking for a Zen alternative to the zoom-zoom payoff of Starbucks, it
has constructed an image that draws liberally on the calming allure of the Far Eastern lifestyle and the purported health benefits of its products.
The company's logo, a brown and
purple tea drinker relaxing in the lotus position, has a laid-back yoga vibe, while its tagline purports that the company is "Opening the doors to health, wisdom, and happiness."
US
tea sales are expected to grow to from $6 billion in 2005 to $10 billion by 2010, according to the World Tea Expo, a trade show. Nationally, the number of tea cafes has boomed to 2,000 from 200 in the
past decade, according to the Tea Association of the USA.
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