What is Rabea Tea’s core initiative? I’m sure it is a great cause however the Brand’s elements are confusing. The fist symbol which looks like a symbol for Political Revolution or Solidarity Movements, is commonly used by Social and/or Political groups during protests. The symbol displays anger or power and I don’t think Rabea Tea is mad at the society (well, I certainly hope not!)
Their message translates a call of action which shows kindness but the symbol that represents the cause comes off as ‘too aggressive’. This creates a clear disconnect between the cause and what the Brand translates itself as. With regards to color coordination in communication, green represents ‘freshness’, ‘environmental friendliness’, ‘nature’. Kindness and goodwill are spiritual acts that are best represented in white
In a nutshell, my concern is: if Rabea Tea is putting forward an initiative which acknowledges kindness, helping people, caring for the elderly etc., what message are they really trying to send using such a symbol?
Said Baaghil is the ‘Unconventional’ Branding and Marketing Adviser to reputable companies in the Middle East, author of many reputable books including the ‘The Power of Belonging’ and a Speaker. Baaghil appeared in books published by America’s experts on Branding and Marketing such as Dan Hill and Libby Gill. Most recently Baaghil was interviewed by world renown Brand Consultancy firm Siegel+Gale on Branding in the Middle East
He can be reached on AskBaaghil.com
The article was first published on Linkedin Pulse on 1st July, 2014