DRAMA LLAMA

Building a consumer beverage brand for people who don't take their coffee and tea too seriously.

Challenge

PS Tea had 60 years of B2B experience and zero consumer brand presence. Drama Llama was their leap into retail — targeting people who wanted good coffee and tea but felt intimidated by how seriously the category took itself. The gap was real. Nobody had claimed the "I don't know what I'm doing, help me" consumer. The job was to build a brand that could.

Approach

We surveyed 500 consumers aged 20–40 and the finding was consistent: people wanted a great cup without the ritual and the gatekeeping. So we leaned all the way in. Drama Llama's positioning became explicitly anti-pretentious — witty, self-aware, and built for the uninitiated. The colour palette was designed to look unlike anything else in the beverage aisle. The irreverence wasn't just tone — it was the product truth. Instant mix done right shouldn't need to apologise for being easy.

My Role

I actively contributed to research, brand strategy, and narrative development alongside the team. All creative execution, identity, packaging, and copywriting was done solely by me.