Most people, especially in large cities, live in stress. Saito offers to immerse yourself in the amazing «ritual» of the tea ceremony, which helps not only to enjoy the taste of tea, but also to change the quality of perception of the world around. Feelings open up, thoughts awaken, a person acquires positive energy. Saito's mission is to introduce people to the traditions of the tea ceremony, which will help to fill with inner light every day.
Svetlana Atuyeva, Unilever’s senior brand manager: «Saito was designed right for the Russian market. Up to this point, only “adapted” global brands from the Unilever portfolio were represented in Russia. The release of an independent product exclusively for the Russian market is a unique case for the company. In addition, it is the largest for the "tea" business Unilever launch in the history of the company in Russia.»
Vera Zvereva, art director of Depot: «Considering these reviews and the particular positioning of the brand, we focused on the pastel shades of the background when developing the design. The name on the package is made in the traditional Japanese style of drawing with ink, and the aesthetic stylized key has become the main point that attracts attention. There are several keys on the packages, for different sorts of tea, but they are all "opening the magic of Asia" for the buyer.»
It is important to note the flavor component of the brand. The team of blenders from Unilever studied the tea traditions of Asia not by books, but by practicing with the real masters of the tea ceremony. That is why Saito tea have turned out so refined and unusual. So the hieroglyphs meaning «very tasty tea», on the packaging are quite right: the work to bring Saito to the market was carried out for a long time, carefully and in compliance with the traditions of the tea business.
Saito sales are already running in many federal retail chains, so anyone can discover the subtle tastes and unusual flavors of Saito. And, of course, enjoy the measured peace of this tea ceremony - the peace that is so lacking in working days.
Svetlana Atuyeva, Unilever’s senior brand manager: «We have been working on the project for several years. Conducting consumer tests, developing unique tea blends in the style of Asian fusion, paying a lot of attention to details of the tea-drinking philosophy. Together with Depot, we very quickly finalized the project and launched the brand into production. The results of a two-week presentation in several networks pleased us: the brand on the shelf is clearly noticeable and recognizable. Moreover, we will continue to develop Saito actively and very soon we will please experiment lovers with new original combinations of tastes and a wide line of leaf tea.»