When the tea market is already saturated in the supermarket and high-end categories, you really need to stand out. That’s why we distanced from origins, traditions and quality and focused instead on a commonly shared insight: people feel they never have enough time today. WAIT, invites them to enjoy the wait with a brand that celebrates patience as the ultimate luxury. Because the perfect tea needs the perfect infusion time.

Beyond the hourglass-inspired design, the wait during the brewing is made precise and spectacular, with illustrations and a smartphone application acting as a digital timer and featuring three animations for the exact length of the infusion time. The pastel colors across the range reflect the respective tea flavors, enable the packs to stand out against others and at the same time, embody the brand’s essence to provide a soothing break from the busy and modern lifestyle. Because waiting is worth it. WAIT. The perfect time, for a perfect tea.

WAIT’s differentiated message and design provide a unique position within the high-end tea market, allowing the brand to sell at a higher price. The sheer mention of the WAIT brand on the entrepreneur’s weekly newsletter triggered amongst current client base a 76% positive response rate and willingness to buy at a price 20% higher than the competitor’s Grands Crus range. Since the launch in March 2015, all 600 packs from the initial production have sold out.