““S2 and D’Amazonia’s partnership was the best thing that happened to our company in 2021. With many years of experience in consumer brands and the FMCG industry, S2 has helped us to rebrand, set the right tone and find out who our audience really is. We are very excited to continue working with them to raise our brand profile even further.”

Marcela Tupinamba, Co-Founder

D'Amazonia Tea Range
web design
D'Amazonia Brochure

The Brief

D’Amazonia is new herbal tea company specialising in a range of functional products designed to enhance physical and mental wellbeing through sustainably sourced ingredients from around the world.

The inspirational mother and daughter team at D’Amazonia required a fully integrated marketing support service spanning key target audience identification, brand design and identity, go to market strategy (across both direct to consumer ‘D2C’ and B2B environments), website design and build, packaging and business planning. 

Our Approach

Based on our consumer and desk research, we developed 3 key brand consumer target audience profiles (or pen personas) which we mapped to the UK population via Mosaic consumer classifications held at household level. These personas were then heat mapped in order to ‘size’ the total brand opportunity using our Google enabled data visualisation and analysis tool, MarketView.

Our team then worked on creating a brand-new look and feel for all online and offline collateral. Our experienced design and digital team have worked on many blue chip international food and drink brands but, as D’Amazonia was a start-up company, the brand development was crucial in establishing the right tone and feel for this premium brand.

S2 was also responsible for developing a comprehensive marketing strategy which included the development of a ‘trade selling story’ (for key retail customers), company history, brand mission, key strategic objectives, brand positioning, pricing, promotion, packaging, social, digital media and advertising etc. An investment deck was also developed to help raise funding for this exciting new functional tea drink.

The Result

The result provided D’Amazonia with a clearly defined understanding of the target audience groups, which allowed us to create a highly polished and appealing premium E-commerce website, packaging and supporting collateral. The deliverables now clearly communicate the brand’s values, goals and, most importantly, the superb range of D’Amazonia SKU’s to retail customers, end consumers and investors.

This has now led to a significant uplift in D2C website sales and a huge interest from major global retailers who are keen to stock this truly unique brand in stores both in the U.S.A and the UK.


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