Subtle Tea
Subtle Tea is not just another ready-to-drink brand: it is a rebellion against the ordinary. Born from an epiphany on the dance floor, it carries the spirit of youth, the rhythm of festivals, and the clarity of a drink that dares to be simple: vodka, tea, soda. When Subtle Tea came to us, they weren’t looking for a campaign. They were looking for a stage. A way to stand taller, speak louder, and live in the hearts of the people who make parties, music, and movement part of their lives.
They came to Social Fixation not because they needed marketing, but because they needed transformation.
Client
Year
The Brief
The challenge was clear: how do you take a clean, uncomplicated recipe and build a brand that feels larger than life? How do you walk into a crowded market of loud RTD competitors—and not blend in, but bend the rules? Subtle Tea had the product, the funding, the distribution muscle of Dan Murphy’s, and a new flavour ready to drop. What they needed was an identity. A system. A voice that carried beyond shelves and into culture.
Our role: take ownership of the entire brand expression. Strategy. Creative. Content. Social. A complete system to turn a good drink into a cultural statement.
The Work
We began at the source: story. Subtle Tea wasn’t born in a boardroom, it was born in the wild—on a night out, in the pulse of music and movement. That energy became our guiding line.
We built a brand world that lived across platforms.
- At the distillery, we captured the craftsmanship: copper stills, amber pours, the quiet pride of a product made with intention.
- In studio, we elevated the can to icon status—condensation glistening like jewellery, backdrops that shifted from minimal elegance to bold, disruptive colour.
- For e-commerce, we designed content systems that sold with clarity—assets that worked as hard on a product page as they did in a social scroll.
- On social, we transformed presence into narrative: planned campaigns, reactive content, and a rhythm of posting that made the brand feel alive, consistent, and unmissable.
Every element carried the same thread—Subtle Tea wasn’t here to join the noise. It was here to rise above it.
The shift was immediate. Subtle Tea’s feed stopped feeling like a placeholder and started looking like a movement. Their content no longer blended in with competitors—it carried confidence, wit, and a premium edge.
Consumers began to recognise it, not as another seltzer in the fridge, but as the choice. Retail partners leaned in. Online, awareness grew into a community. The brand’s personality—authentic, approachable, a little cheeky—finally had the visual gravity to match.
Subtle Tea wasn’t fighting for attention anymore. It was commanding it.
Every brand starts as a drink in someone’s hand. But the great ones? They become part of the night. They soundtrack memories, fuel laughter, and embed themselves into the stories people tell years later.
Subtle Tea didn’t hire us to decorate their brand. They came to us because they knew they were standing on the edge of something bigger. And together, we didn’t just launch a product—we launched a feeling.
Because in the end, it’s not the drink people remember. It’s how it made them feel. And with Subtle Tea, that feeling is unforgettable.
