Launching into one of the world’s most exclusive categories, luxury tea NOOA secured retailer trust, customer loyalty and commercial success through the strength of its brand and packaging design.
Without media support, trade discounts or inherited reputation, the challenger brand launched into the Gulf region in November 2022, competing with the most iconic names in premium tea. NOOA’s reception by trade buyers and end users was immediate; the visual restraint, elegance and tonal clarity of Xfacta’s design resonated because if felt different to everything else in the category.
NOOA’s identity, structural form and packaging system elevated little-known African botanical ingredient rooibos into a premium product. Trade partners found the product easy to recommend, with the tactile and considered brand experience praised for its gift-ability and front-of-store potential. NOOA has become a visual merchandising asset and is now a mainstay in aspirational retail and hospitality spaces in the Gulf, with 12 premium listings across the UAE, Saudi Arabia and Qatar.
