Bluehorn Tea - Season 2 Idea Jam 8
- Matt Pacyga
- Oct 29
- 22 min read
Updated: Nov 6
Season 2 Idea Jam 8
Season 2 Recaps brought to you by our partners Hypercolor Digital and the University of St. Thomas - Schulze School of Entrepreneurship
Clickable Chapters:
Spotlight Business for October 2025 - Season 2 - Idea Jam 8
What is Bluehorn Tea all about?
Bluehorn Tea brings authentic East African tea traditions to Minnesota, serving the Somali community with traditional loose leaf tea and expanding to mainstream markets with convenient tea bags and concentrates.
To share the cultural richness and functional benefits of traditional East African tea with broader audiences while maintaining authenticity and supporting East African sourcing.
Core Offerings
Loose Leaf Traditional Shaah (Current Product)
Traditional East African tea blend with warming spices (ginger, cardamom, cinnamon, black tea)
Brewed in traditional flask/kettle method
Currently sold in 55 Halal/Somali grocery stores across Minnesota
Authentic to Somali tea preparation rituals
Tea Bags (Launching - Mainstream Grocery)
Convenient single-serve format for mainstream consumers
Same authentic spice blend in accessible format
Target: mainstream grocery stores (Whole Foods, Kowalski's, Cost Plus World Market)
Maintains flavor profile while simplifying preparation
Concentrated Tea (Launching - Food Service/Coffee Shops)
Ready-to-drink concentrate for coffee shops and food service
Testing sweetened and unsweetened versions (agave, honey, or brown sugar options)
Positioned as afternoon coffee alternative
Target: coffee shops, cafes, workplace beverage programs
Direct East African Sourcing
No import duties from Kenya (exclusive arrangement)
Traditional ingredients sourced directly from East Africa
Made/assembled in Minnesota
Supports East African farmers directly
Bluehorn Tea
Founder Profile
Connect with Ayub (Yubi) Hassan on LinkedIn
Company Mission
Bluehorn Tea exists to bridge cultures through tea—honoring the thousand-year-old Somali tradition of gathering over Shaah while making that warmth, connection, and wellness accessible to anyone seeking an authentic alternative to mass-market beverages. We believe cultural authenticity is a competitive advantage, not something to hide, and that the ritual of slowing down to brew and share tea is more valuable than ever in today's fast-paced world.
Event Pictures
Event Deck
Problem Statement
Bluehorn Tea faces a challenge that extends beyond one business—it's the tension every culturally-rooted product encounters when expanding beyond its origin community. How do you translate authentic tradition into language that mainstream consumers understand, without stripping away what makes the product meaningful? Bluehorn Tea has successfully served Minnesota's Somali community with traditional East African tea—the kind brewed in flasks and kettles, steeped in ritual and cultural memory. But now, with new products launching (tea bags and concentrates) and expansion into 55+ mainstream grocery stores, founder Yubi needs to solve a complex puzzle: What words belong on packaging when your new customers don't already know your product? How do you communicate functional benefits while navigating FDA regulations that prohibit direct health claims? And most critically, how do you bridge the gap between a rich cultural experience and the convenience mainstream consumers expect—without diminishing the tradition or oversimplifying the convenience?
Idea Jam Summary
On October 30th, 2025, participants gathered at Rail Werks Brewing Depot to help Bluehorn Tea tackle two interconnected challenges in their journey from cultural community favorite to mainstream CPG product. The evening brought together diverse perspectives—marketers, product developers, entrepreneurs, tea enthusiasts, and community members—to brainstorm solutions for a business at a pivotal scaling moment.
Yubi shared Bluehorn Tea's remarkable trajectory: third place in the Minnesota Cup, awarded funds from Generator, and funds from a design grant from JT Maga. With expansion to 55 grocery stores underway and new product formats (tea bags and concentrates) in development, the company needed strategic guidance on two critical areas: translating the traditional tea experience for mainstream packaging, and identifying which functional benefits would resonate with new customers.
Over the course of two brainstorming sessions, participants generated 250+ ideas (the largest of any jam to date) spanning packaging design, messaging strategies, cultural storytelling, health benefit positioning, and market differentiation. The sticky notes revealed a community deeply engaged with the challenge of honoring cultural authenticity while creating accessibility—offering everything from FDA-compliant language suggestions to sensory packaging innovations to educational content strategies. The breadth of ideas demonstrated that Bluehorn Tea's challenge resonated far beyond their specific product category, touching on universal questions about cultural translation, consumer education, and authentic brand building in an increasingly diverse marketplace.
Over 250+ ideas generated!
Next Steps for Bluehorn Tea (Optional)
Immediate:
Review this analysis and highlight 3-5 insights that resonate most strongly
Schedule a working session with JT Maga to share top themes and innovative ideas
Prioritize: Which challenge needs to be solved first to move forward
Within 30 Days:
4. Make naming/brand architecture decision (Blue Horn vs. Shaah primary branding)
5. Lock in core messaging: tagline, positioning statement, top 3 functional benefits
6. Prototype scratch-and-sniff packaging for testing
Within 90 Days:
7. Launch sample/trial size products
8. Begin educational content creation (TikTok, blog, QR-linked videos)
9. Secure 3-5 coffee shop/cafe partnerships for concentrate placement
10. Plan Q1 sampling events during cold weather season
Idea Jam Analysis
Sticky Note Statistics
Total Ideas Generated: 250+ sticky notes
Participants: Approximately 50+ attendees
Topics Covered: 2 (Translating the Experience + Functional Benefits)
Idea distribution by category:
Packaging Design: ~40 unique ideas
Messaging/Taglines: ~45 unique ideas
Health Benefits/Ingredients: ~35 unique ideas
Digital/Tech Integration: ~15 unique ideas
Functional Positioning: ~30 unique ideas
Sampling/Trial Strategy: ~20 unique ideas
Visual Storytelling: ~25 unique ideas
Instructions/Ease of Use: ~15 unique ideas
Product Variations: ~20 unique ideas
Retail/Distribution: ~15 unique ideas
Other categories: ~40 unique ideas
Key Themes (Organized by Topic)
TOPIC 1: TRANSLATING THE EXPERIENCE
Theme 1: Sensory Packaging - Making the Invisible Visible
Participants emphasized that mainstream consumers need to experience the tea before buying it, even when FDA regulations and venue restrictions prevent actual tasting. The solution? Multi-sensory packaging that engages sight, smell, and imagination.
Key Ideas:
"Scratch and sniff on part of box" - appeared multiple times as a way to let customers smell the warming spices
"Show fresh ingredients & be simple yet clear on the design" with photos of actual spices (ginger, cardamom, cinnamon) on the front
"Airhole? Like coffee you can smell etc" - creating ventilation in packaging to release aroma
"Show the tea cup from a tilted (bird's eye-top down) view" to help customers visualize the experience
"Larger photo of tea infused + cup" so people can see what they're getting
"Use images that look more like tea and not solids" - current packaging photos resembled soup rather than tea
"If the tea and bag were different colors the tea would pop a bit more" for better visual contrast
Notable Quote: "Sensory experience - Tea has many aroma + textures. How to experience it? Make it so it hits all the senses - not necessarily the same senses - e.g. the package doesn't have to smell like the tea - but it should be recognizable and use the senses."
Theme 2: Visual Storytelling - Maps, Faces, and Generational Connection
Rather than explaining the cultural context through text alone, participants suggested using powerful imagery to tell the story of Bluehorn Tea's journey from East Africa to Minnesota tables.
Key Ideas:
"Show maps on the box: World, Somalia + MN maps" - creating a visual journey of the tea's origin
"Have faces on the pack w/ old + young people" showing generational connection to the tradition
"Show generational connections of family" - multiple generations enjoying tea together
"Show the traditional vessel on the package" (flask/kettle) alongside modern convenience format
"Pictures on the back of packaging of Somali tea gathering" - depicting the social ritual
"Show community people together enjoying tea" and "Hands holding spices"
"Put founder story on the front or inside lid" to personalize the product
"Traditional 'kit' & include tea & story" - packaging as educational tool
Notable Quote: "Show/evoke a local Somali-American family" and "People around the table enjoying the tea"
Theme 3: Language Strategy - Embracing "Shaah" While Educating
Participants wrestled with naming strategy: Should Bluehorn Tea fully embrace the Somali name "Shaah," or prioritize the English word "tea" for mainstream recognition? The consensus leaned toward bold cultural authenticity with strategic clarification.
Key Ideas:
"Shaah - Somali tea (keep it easy to read fast)" - making the connection explicit
"Make the word Tea prominent" but "Make Somali more prominent" - both/and approach
"Call out 'Somali' more prominently - Imagery to represent" the cultural origin
"The word TEA needs to be more egocentric" on packaging
"Add Somali words to bags: 'Learn a new word. Shaah means ___ here's how you say it'"
"Put 'Somali' on all packaging" as a consistent brand element
"Shaah is the new chai" - positioning as a familiar comparison point
"Like chai, but better" - competitive differentiation
Multiple notes suggested: "What is the Somali equivalent of the Danish term 'hygge'?" - finding culturally resonant wellness language
"Show that Shaah = Tea" with clear visual equation
Naming Confusion Theme:
"Brand name confusing: Blue vs Shaah. Can brand name change to Shaah 1991?"
"Take off the word 'blend'" from packaging
"Street name & brand name true confusion - just really use the brand"
"All tea blend names should be in Somali" for consistency
Theme 4: Cultural Authenticity Markers - Beyond Surface-Level Representation
Participants suggested ways to signal authentic cultural roots without tokenization, focusing on meaningful details that honor Somali textile traditions, sourcing transparency, and community connections.
Key Ideas:
"Use fabric material from Somalia for packaging or Somali fabric design"
"Use Somali flag colors/lines" in design elements
"Cardboard packaging, not shiny, matte finish" - feels more authentic and handcrafted
"Focus on the import + local production" - "Grown in Africa, Made in MN Assembled"
"Traditionally sourced/Locally made" or "Traditionally sourced, Locally crafted"
"Cleanliness / Grown in Africa, Made in MN Assembled"
"Info on the back is very 'authentic' (con the content)" - keeping authentic language
"'Authenticity' as key value to product"
"Cultural poster recognition. Escalier PKG go to authenticity"
"Authority: Can the product be authentically made w/ traditional love and history?"
"Define authenticity"
Notable Quote: "Use fabric material from Somalia for packaging or Somali fabric design" and "Packaging as education"
Theme 5: Bridging Ritual and Convenience - The Tea Bag Tension
Perhaps the most nuanced theme: How do you honor a slow, communal tea ritual when selling individual tea bags? Participants didn't shy away from this tension—they explored it creatively.
Key Ideas:
"Tea is a social experience, but a tea bag is a tool for an individual cup. Be aware of that ergon/disconnect. Are there ways to take advantage of the tension? Sell the bags in 2-packs so you share with a friend."
"Tea bags as 'teanus' intro - Sell the experience of sharing & coming together & community"
"Make legs into tea bags for the bag extension" - visual design that evokes community
"Challenge in maintaining cultural authenticity. Need short steps to feel accessible to many, yet this is the challenge in maintaining cultural authenticity."
"Convenient w/ fewer steps? (Perception)"
"Tea allows space for conversation" and "Community time - It takes time to make - Expand"
"Time 'is the only currency we all have'" - positioning slow preparation as luxury
"Slow down and connect" and "Slow down + unplug"
"Traditional method of brewing tools, etc vs 'normal'"
"Steep + simmer. Slow down." and "Drinking tea slows you down - a moment of relaxation"
"Optional steps to prepare in traditional way" - giving customers choice of experience level
Educational Approach:
"Show how the tea is served" in traditional setting
"Traditional 'kit' & include tea & story. Tell the story & include the 'tools'"
"Kit include handout tea-related goodies"
"Sell reusable bags with free samples" to introduce the loose leaf experience
Theme 6: Instructional Design - Making Preparation Accessible
Participants recognized that ease of use perception matters as much as actual complexity. Visual, icon-based instructions emerged as the solution.
Key Ideas:
"IKEA-style instructions (drawings, not words)"
"Visually show step by step instructions w/ icons. Like pancake mix"
"Use icons by directions - but use Arabic/Somali styles art!"
"Use icons - not small text - Somali spot"
"Use font that feels Somali/an + generous art"
"Keep instructions on package"
"1. Boil water 2. Steep 3. Walk 4. Drink" - simple 4-step process
"Steps - 5?!!! Only 6?!? steps" - questioning if steps feel overwhelming
"How 'easy' is it to make?" - addressing perception directly
"Show how quick it is to prepare"
"Color meter for tea intensity with how many minutes to steep" - visual brewing guide
"List how much recipe serves" for clarity
Notable Quote: "Use actions text + emojis - icons NO" small text and "Visuals for the steps"
TOPIC 2: FUNCTIONAL BENEFITS THAT RESONATE
Theme 1: Occasion-Based Positioning - Replacing Coffee and Energy Drinks
Rather than generic "healthy tea" messaging, participants suggested positioning Bluehorn Tea as a functional beverage for specific moments throughout the day, particularly as an alternative to coffee and energy drinks.
Key Ideas:
"Your new morning tradition" and "Start your day the Shaah way"
"Reboot your afternoon" and "2-3pm pick me up" / "2-3pm tea - coffee alternative"
"End your day the Shaah way" / "Unwind or start your day"
"Mid-day boost" and "Pour through your mid-day the Shaah way. '2pm Struggle'"
"Make your Somali spicy-drink chain instead of coffee"
"Caffeine - I need to stay awake! No harmful energy drink ingredients"
"Natural energizer" without artificial additives
"Micro-dosing of caffeine with a calming vibe" - balanced energy
"How long does the 'energy' last?" - addressing sustained vs. crash energy
"Caffeine level indicator" on packaging for transparency
"How much caffeine?" - clear communication needed
Coffee Shop Strategy:
"Higher-end coffee shops" as target venues
"Coffee shops on college campuses"
"Impress a new customer in an office in the morning"
"My partner is saying compare to coffee"
Theme 2: FDA-Compliant Health Language - "Traditionally Used For" Framing
Participants demonstrated sophisticated understanding of FDA regulations, offering creative ways to communicate benefits without making prohibited health claims.
Key Ideas:
"Health benefits but [beware] of false claims"
"Traditionally used to..." as compliant framing
"'Nutritional benefits for 1000 years' or '400 years of tea'"
"A thousand year old tradition" and "Traditional, ancient, time-tested"
"Supports your body's efforts" (vs. "cures" or "treats")
"Protective homeopathic remedy"
Specific Ingredient Benefits Mentioned:
Ginger: "Good for digestion," "Anti-inflammatory"
Cinnamon: "Good for inflammation," "Boosts immunity," "Boosts heart health," "Insulin resistance/blood sugar intolerance," "May reduce inflammation"
Turmeric: "With black pepper, becomes absorbed better and is anti-inflammatory"
Black pepper: Enhances turmeric absorption
General: "Contains antioxidants," "Boosts metabolism," "Vitamins," "Promotes healthy digestion"
Cautious Language:
"List the individual ingredients (show many benefits) subtle into the your body"
"Show health benefits of the ingredients / show health goal (help people to try)"
"Lean into functional benefits"
"Detox?" appeared multiple times with question marks - participants aware this is controversial claim
Theme 3: Lifestyle and Emotional Keywords - Feelings Over Facts
Participants emphasized that consumers buy experiences and feelings, not just ingredients. They suggested keywords that connect functional benefits to desired emotional states.
Key Ideas:
Comfort & Wellness:
"Warming, cozy, soothing"
"Calm," "Clarity, calm?", "Relaxation"
"Warm, homely, community, cozy"
"Calming/warming"
"Guilt-free beverage"
"Aroma therapy in a cup"
"BeWhole yourself"
Social Connection:
"Healthy connections"
"Tea is better together"
"Let's gather" (appeared multiple times)
"Share w/ friends" and "Gather together the Shaah way"
"Cup of community"
"Conversation starter on the tea bag label" (appeared multiple times)
"Forget the convo that puts the phone down" - anti-technology positioning
"Invite us to support your journey"
Active Lifestyle:
"Focus" (appeared multiple times)
"Mental alertness"
"Completing active lifestyle"
"Energy - Socialize - Relax - Calming"
"Explore, Achieve, Discover"
"Functional ingredients"
Experience Language:
"Taste the tradition" (appeared multiple times)
"Embrace tradition"
"Sip and savor"
"A treat I can savor"
"Bringing history home"
"Inviting in a new tradition into your traditions"
"Open your suyaadness" [likely "awareness"]
"Taste of travel or accessing new identity"
"Alternative to international travel"
Notable Quote: "People buy experience" and "Share what resonates w/ lifestyle"
Theme 4: Clean Label & Dietary Accommodations - What's NOT in the Tea
In today's health-conscious market, participants emphasized communicating what's absent from the product as much as what's present.
Key Ideas:
Allergen-Free Messaging:
"Gluten free, dairy free, allergen free" (appeared multiple times)
"Gluten FREE" with emphasis
"No added sugar / sugar-free / no added sugars or preservatives"
"Unsweetened"
"No added color, no added sweetness"
"Low fat?"
Natural & Organic:
"Organic ingredients" and "'ORGANIC' on the front" (appeared multiple times)
"All natural" (appeared multiple times)
"Natural ingredients"
"No artificial [additives]"
"Whole spices - real flavor"
"Value ingredients"
Ethical Sourcing:
"Traditionally sourced/locally made"
"Ethically sourced ingredients (Certified?)"
"Supports farmers directly"
"Imported ingredient" as transparency
"Made in USA" / "Processed/made in USA"
Plant-Based Considerations:
"Compostable bag, tea bag, plant-fire tea bags"
"Compostable tea bags w/o staples"
"Any milk alternative will work" and "Milk it! Your way drink"
"Milk alternatives - including instructions"
"Dry oat milk, nonfat on milk"
"Distinguish between alternate milks if daily"
Religious Dietary:
"Is it kosher, halal, etc..." (appeared multiple times)
"Halal" called out as important marker
Theme 5: Comparative Positioning - "Like Chai, Only Better"
Participants suggested leveraging familiar reference points (chai, matcha, coffee) to help mainstream consumers understand and categorize Bluehorn Tea, while asserting superiority.
Key Ideas:
"Like chai, only better" (appeared multiple times as favorite tagline)
"Like chai but better" and "The chai but better" and "'Live chai buy & better'"
"Shaah is the new chai" - positioning as next trend
"Replace 'chai spice' with 'Shaah spice'"
"The Somali chai" - making the connection explicit
"Like coffee you can smell"
"Somali kind of tea + coffee mimics your body"
"Study how did matcha become so popular here?? Good case study"
"Can you gain insight by looking at how matcha became trendy"
Competitive Differentiation:
"I want to make tea at home - Cost effective + quality & freshness" vs. Starbucks
"Cheaper to make & more cost effective compared to Starbucks"
"Loose leaf tea to try teabag single"
"Better pkg - the word TEA needs to be more egocentric"
Theme 6: Sampling & Trial Strategy - Lowering the Barrier to Entry
Recognizing that mainstream consumers may be hesitant to try an unfamiliar cultural product, participants emphasized the importance of low-risk trial opportunities.
Key Ideas:
Sample Size Offerings:
"Smaller packages (like 5 or 10 servings) for new customers to 'sample'" (appeared multiple times)
"Sample size or smaller package to help consumers"
"Smaller samples (cultivate)"
"Include teabag/shaker/strainer or diffuser for those new to loose tea"
"Sell reusable bags with free samples"
"Pull off sample bags" - tear-away samples on packaging
In-Store Activation:
"Sampling in stores ↑ word of mouth"
"A stand to standout + demos"
"Can you add a way you've lived to smell the tea on location & ship"
"Scratch + sniff (get people to pick it up + interact)" (appeared multiple times)
Starter Kit Concept:
"Starter vs. Continue" - different products for trial vs. repeat purchase
"Traditional 'kit' & include tea & story"
"Kit? - Raw shaker - Ground - Tea bags (grind & full ingredients) fill tea bag"
Price Points:
"$5/p month" subscription idea
"How many days?" - communicating value per package
"30 cup servings? Kinda confusing... b/c you make a big pot... how know designed"
Innovative Ideas, What Stands Out, Insights
1. AR/Digital Storytelling Integration
"AR feature - Scan + hear a story" bringing packaging to life with augmented reality
"QR code on front package that goes to TikTok page or website w/ TikTok videos embedded"
"QR code for stories" connecting physical product to digital narratives
"Add QR code → real stories"
"ARTVIVE" technology for enhanced packaging experience
"Upload your tea story" - user-generated content strategy
"A digital option that expresses/shows ingredients"
Why This Stands Out: Rather than choosing between traditional packaging and digital engagement, participants suggested layering experiences—physical product with digital depth. This solves the "too much information for a small package" problem while creating shareable, viral content opportunities.
2. The Two-Pack Social Bundle
"Tea is a social experience, but a tea bag is a tool for an individual cup. Be aware of that ergon/disconnect. Are there ways to take advantage of the tension? Sell the bags in 2-packs so you share with a friend."
Why This Stands Out: This elegant solution acknowledges the fundamental tension between traditional communal tea culture and modern individual consumption—then transforms the tension into a product feature. A 2-pack isn't just practical; it becomes a statement about sharing and connection.
3. Conversation Starter Tea Bags
"Conversation starter on the tea bag label" (appeared multiple times)
"Present talking or conversation starters"
"Forget the convo that puts the phone down"
"Highlight community social aspect - Are conversation while steeping"
"'Share your tea story.' Videos! Story board."
Why This Stands Out: This transforms waiting time (steeping) into engagement time. Like Dove chocolate messages or Yogi Tea wisdom, but culturally specific and conversation-focused. It makes the tea bag itself a tool for the social connection that traditional tea ceremonies create.
4. Scratch-and-Sniff Packaging Innovation
"Scratch and sniff on part of box" (appeared 5+ times across different participants)
"Airhole? Like coffee you can smell etc"
"Scratch ^ sniff (get people to pick it up + interact)"
"'Smell' panel" on packaging
Why This Stands Out: This isn't just a gimmick—it's solving the fundamental problem that customers can't taste the tea before buying. In a sensory product category, smell is the most accessible pre-purchase sense experience. Multiple participants independently suggested this, indicating strong resonance.
5. The "Modern Tea Party" Positioning
"The modern 'tea party' (alternate to the old fashioned version)"
"Slow down + unplug"
"Forget the convo that puts the phone down"
"Use social media like YouTube to create community"
"Shaah uncensored idea"
Why This Stands Out: This reframes tea drinking as counter-cultural in today's fast-paced, tech-saturated world—not in a preachy way, but as an aspirational lifestyle choice. It positions Bluehorn Tea in the "slow living" / "digital detox" / "intentional gathering" movement.
6. Packaging as Dispenser
"Box acts a dispenser"
"Unique container - could have quotes/stories"
"Have tea bags in unique container to stand out. Tin box? Round canister? Not typical box"
"Packaging shaped like a kettle"
Why This Stands Out: Functional packaging that extends the product experience. Instead of throwing away the box, it becomes a kitchen tool and a conversation piece that keeps the brand visible between purchases.
7. Fabric-Based Packaging
"Use fabric material from Somalia for packaging or Somali fabric design"
"Material for packaging - special Somali fabric?"
"Include a piece of fabric to strain tea"
Why This Stands Out: This goes beyond printing patterns—it suggests actual textile integration that creates tactile cultural connection and sustainability story. The fabric tea strainer included in packaging is particularly clever: it's a sample of tradition, a reusable tool, and a brand differentiator.
8. The "Before You Know Better" Education Strategy
"Do an event ~ Target office/other or school ~"
"Somali cultural week/month" - timing launch around cultural recognition moments
"Use Podcast as educational content. It is an experience"
"Phat blogs online giving even more detail of health benefits. Good SEO!!"
"Accessibility of knowledge by bringing an expert that people can gather & share stories over tea"
Why This Stands Out: Rather than assuming customers will discover Bluehorn Tea organically, this suggests proactive cultural education campaigns. Partner with institutions during Somali Heritage Month, create educational content that ranks for search, position the founder as an expert voice.
9. "Separate the Ingredients and Let Consumer Do the Blending"
"Separate the ingredients and let consumer do the blending"
"Kit? - Raw shaker - Ground - Tea bags (grind & full ingredients) fill tea bag"
Why This Stands Out: This premium, interactive product tier could appeal to tea enthusiasts who want deeper engagement. It's also an educational tool—customers learn what's actually in the blend by assembling it themselves. Positions Bluehorn Tea at a higher price point with justified premium.
10. Somali Word-of-the-Day Education
"Add Somali words to bags: 'Learn a new word. Shaah means ___ here's how you say it'"
"On bags add a story, tree, animal and share with us the Somali name to each"
"Are there cultural words that can be incorporated?"
"Use a Somali word for the fandoms to tea cultures"
Why This Stands Out: This turns every tea break into a micro-learning moment about Somali language and culture. It's educational without being heavy-handed, and it creates shareable "I learned something today" content for social media.
Implementation Ideas:
Near-Term (30 Days) - JT Maga Design Collaboration
1. Finalize Core Messaging Framework
Test top 3 taglines with target customers: "Like Chai, Only Better" / "Taste the Tradition" / "Shaah is the New Chai"
Lock in the Shaah/Tea language hierarchy: "Shaah (Somali Tea)" as primary format
Define the one-sentence positioning statement that will guide all packaging decisions
2. Scratch-and-Sniff Packaging Prototype
Work with JT Maga to source scratch-and-sniff printing technology
Create prototype boxes with scent panel for ginger-cardamom-cinnamon blend
Test with 20-30 non-Somali consumers to measure engagement increase
3. Ingredient Photography and Iconography
Commission professional photos of whole spices (ginger, cardamom, cinnamon, cloves, black pepper)
Develop simple icon set for brewing instructions (IKEA-style visual language)
Create "bird's eye view" photo of brewed tea in traditional cup
4. Identify Top 5 Functional Benefits for Packaging Based on sticky note frequency and FDA compliance:
Morning energy (caffeine content + "traditionally used to energize")
Digestive support (ginger benefit, most mentioned)
Anti-inflammatory (cinnamon + turmeric if added)
Mental clarity/focus (afternoon alternative to coffee crash)
Social connection (community gathering tradition)
Medium-Term (3-6 Months) - Product Launch & Market Entry
1. Develop Sampling Strategy
Create 5-serving "trial packs" at $4.99 price point
Include mini-strainer or reusable tea bag in sample pack
Partner with 3-5 coffee shops for in-store demos during October-March (cold weather positioning)
Approach Cost Plus World Market and other "cultural foods" retailers
2. Educational Content Series
Film 6-episode "How to Brew Shaah" series for TikTok/YouTube
Create blog content targeting "benefits of ginger tea," "Somali tea traditions," "coffee alternatives" for SEO
Develop QR-linked story videos for packaging: "Meet the Farmers," "Yubi's Story," "How We Brew"
3. Packaging Variations by Channel
Halal stores: Keep current packaging that resonates with Somali community
Mainstream grocery: New design with:
Scratch-and-sniff panel
"Like Chai, Only Better" tagline
IKEA-style brewing instructions
Ginger/cinnamon photos on front
Map showing Somalia → Minnesota journey
"Traditionally Sourced / Locally Crafted" callout
Coffee shops (concentrate): Premium cylinder packaging with "2pm Struggle" / "Afternoon Reboot" messaging
4. "Modern Tea Party" Social Campaign
Launch #SlowDownWithShaah movement positioning tea as digital detox
Partner with wellness/mindfulness influencers for authentic UGC
Create shareable "conversation starter" card deck available with purchase
Film real Minnesota families (Somali and non-Somali) having tea together
Long-Term (6-12 Months) - Brand Ecosystem Development
1. Premium Product Line Extensions
"Traditional Kit": Loose leaf tea + fabric strainer + traditional cup + brewing guide + story booklet at $39.99
"Blend Your Own": Separate ingredient packets (black tea, ginger, cardamom, cinnamon) for customization
Decaf version: Multiple participants requested this for evening consumption
Seasonal blends: "Holiday Spice" launched October-January during cold weather
2. Strategic Retail Partnerships
Approach Penzeys Spices for loose leaf placement (multiple participants suggested this)
Target Whole Foods/Kowalski's through local supplier programs
Develop college campus strategy (affordable coffee alternative positioning)
Explore spa/wellness center partnerships for "relaxation blend"
3. Community Ambassador Program
Recruit "Shaah ambassadors" from Somali community to do sampling events
Create toolkit: talking points, product samples, traditional brewing demo setup
Empower ambassadors to tell their own family tea stories
Film these stories for ongoing content library
4. Subscription Model Development
Monthly subscription: "Shaah Club" with exclusive blends + cultural education content
Recurring delivery builds habit formation
Include "share with a friend" 2-pack in each shipment to drive word-of-mouth
Member-only access to new flavors and limited edition packaging
5. Matcha Case Study Analysis Multiple participants suggested: "Study how did matcha become so popular here?" This is brilliant competitive intelligence work:
Map matcha's 10-year journey from ethnic specialty to Starbucks mainstream
Identify inflection points: health benefits messaging, Instagram aesthetic, coffee alternative positioning
Apply learnings to Shaah's roadmap
Potentially partner with matcha brands on "try something new" cross-promotion
Key Challenges and Considerations:
Challenge 1: The Authenticity-Accessibility Paradox
The Tension: Multiple sticky notes captured this perfectly: "Need short steps to feel accessible to many, yet this is the challenge in maintaining cultural authenticity."
How do you make a tea that traditionally requires 20+ minutes of simmering in a flask feel "quick and easy" without stripping away the cultural meaning of slow preparation?
Participant Concerns:
"Tea is a social experience, but a tea bag is a tool for an individual cup. Be aware of that ergon/disconnect."
"Challenge in maintaining cultural authenticity"
"Convenient w/ fewer steps? (Perception)"
"How many days?" and "30 cup servings? Kinda confusing..."
Strategic Considerations:
Bluehorn Tea must decide: Are tea bags an "entry point" to eventual loose leaf adoption, or are they a standalone product for mainstream consumers who will never progress to traditional preparation?
Messaging must acknowledge both experiences as valid—not position tea bags as "lesser" version
Consider "Optional steps to prepare in traditional way" on packaging for customers who want deeper engagement
Challenge 2: FDA Compliance vs. Health Claims That Sell
The Tension: Consumers buy functional beverages for health benefits, but FDA regulations prohibit direct health claims without clinical trials and approvals.
Participant Concerns:
"Health benefits but [beware] of false claims"
"Detox?" appeared multiple times with question marks
"Is it tea? Make clear it is not an additive supplement" and "Looks like supplement not tea"
Multiple specific benefit claims were suggested (anti-inflammatory, digestion, immunity) that may not be FDA-compliant
Strategic Considerations:
Work with regulatory consultant to define compliant language: "Traditionally used for..." vs. "Treats..." or "Cures..."
Emphasize ingredient benefits (what ginger/cinnamon contain) vs. product benefits (what Bluehorn Tea will do for you)
Move detailed health information to website/blogs where rules are more flexible
Consider: "Supports your body's efforts" as softer benefit language
Challenge 3: Naming and Brand Consistency Confusion
The Tension: Multiple participants noted confusion between "Blue Horn" (company name), "Shaah" (Somali word for tea), and individual product names like "Ginger Turmeric."
Participant Concerns:
"Brand name confusing: Blue vs Shaah. Can brand name change to Shaah 1991?"
"Naming inconsistent: Shaah VS Ginger Turmeric. Rename Shaah to most shower American name OR keep Shaah & change Ginger name to Somali"
"Street name & brand name true confusion - just really use the brand"
"Shaah bag is favored packaging - Find similar style for all"
"Add: Nutin: Somali Tea Blend to each style bag"
Strategic Considerations:
This is a critical decision point for JT Maga design work
Option A: "Blue Horn Tea" as brand, "Shaah" as descriptor, English product names → more accessible but less cultural authenticity
Option B: "Shaah by Blue Horn" as brand, Somali product names with English translation → more authentic but potentially alienating
Option C: Full commitment to "Shaah" as primary brand, retire "Blue Horn" → boldest cultural stance but risks losing existing brand equity
Participants lean toward cultural authenticity, but Yubi must decide if mainstream market will embrace this
Challenge 4: Price Positioning and Perceived Value
The Tension: Bluehorn Tea must compete with both low-cost ethnic grocery store teas AND premium artisanal tea brands. Where does Shaah belong on the shelf?
Participant Concerns:
"$5/p month" - suggesting affordability matters
"I want to make tea at home - Cost effective + quality & freshness" vs. Starbucks
"Cheaper to make & more cost effective compared to Starbucks"
"College campuses? 'On the quad' affordable alternative"
But also: Premium suggestions like fabric packaging, traditional kits, AR features
Strategic Considerations:
Currently positioned in Halal stores at ethnic grocery pricing (likely $3-6 range)
Mainstream grocery placement could justify premium pricing ($7-9) if positioned as artisanal/functional beverage
Sample/trial packs must hit psychological price point ($4.99 feels like "just trying something") vs. full-size commitment
Coffee shop concentrate can command premium pricing ($8-12/bottle) due to convenience and coffee alternative positioning
Challenge 5: Visual Identity - Does Current Packaging Read as "Tea"?
The Tension: Multiple participants noted that current packaging aesthetics don't communicate "tea" clearly to mainstream consumers unfamiliar with Somali visual traditions.
Participant Concerns:
"Turmeric ginger packaging & pixar-emblem is good but IT LOOKS LIKE A BOWL OF RAMEN!"
"Use images that look more like tea and not solids"
"Photos look as like soup"
"If the tea and bag were different colors the tea would pop a bit more"
"Swap out the purple box to warmer color (not yellow for turmeric tea)"
"Make it part of your yoga meditation practice" - suggesting wellness aesthetic shift
Strategic Considerations:
Current packaging may be optimized for Somali customers who already know what Shaah is
Mainstream consumers need clearer category signals: steam, tea cups, warmth, spices as recognizable ingredients
Color psychology: Warm tones (amber, terracotta, deep red) vs. current purple
Consider A/B testing: Does culturally authentic design or category-conventional design perform better with target customer?
Challenge 6: Multi-Channel Strategy - Different Messages for Different Markets?
The Tension: Should Bluehorn Tea maintain separate packaging/messaging for Halal stores vs. mainstream grocery, or pursue unified brand identity?
Participant Insights:
Strong suggestions for "Somali + MN right on package" and "Showcase where it is made Location made MN"
"Where does this tea live when it's for sale? Cost plus world market?"
"How do they get into Kowalski's? What Peace are you in skintally skin?" [possibly asking about retail positioning]
"Stick to places where foods kosher/Not kosher to eat & fish part" - awareness of religious dietary markets
Strategic Considerations:
Halal stores: Current customers already loyal, don't alienate them with "dumbed down" mainstream packaging
Mainstream grocery: New customers need more education, clearer category signals
Coffee shops: Different use case entirely (concentrate, on-the-go), needs distinct packaging
Risk: Brand fragmentation if too many different looks
Opportunity: Targeted messaging while maintaining visual family resemblance
Challenge 7: Competitive Differentiation in Crowded Tea Market
The Tension: Tea market is saturated with options. Why will mainstream consumers choose Bluehorn Tea over Yogi, Tazo, Celestial Seasonings, or matcha/chai brands they already know?
Participant Competitive Positioning:
"Like chai, only better" (appeared 5+ times) - direct chai comparison
"Shaah is the new chai" - trend positioning
"Study how did matcha become so popular here?" - learning from another cultural tea success story
"The Somali chai" - making category connection explicit
"Better than coffee" positioning for afternoon energy without crash
Strategic Considerations:
Chai comparison is double-edged: leverages familiar reference point but positions Shaah as derivative
Cultural authenticity story (direct sourcing, Somali traditions) is key differentiator
Functional benefits must be clearly superior to alternatives
"Local" angle (immigrant entrepreneur, made in MN) could resonate in Minnesota market but limit national scalability
Need to decide: Regional specialty brand or national ethnic beverage brand?
The community has spoken: Bluehorn Tea has something special. The path from cultural specialty to mainstream success is clear—it's about honoring tradition while translating it generously. The ideas generated at this Idea Jam provide a comprehensive roadmap for packaging, messaging, and market entry that respects the tea's Somali roots while welcoming new customers to the table.
Theme: Lifestyle and Emotional Keywords
Participants emphasized consumers buy feelings, not just ingredients:
Comfort & Wellness:
"Warming, cozy, soothing"
"Calm," "Clarity," "Relaxation"
"Warm, homely, community, cozy"
"Guilt-free beverage"
"Aroma therapy in a cup"
"BeWhole yourself"
Social Connection:
"Healthy connections"
"Let's gather" (appeared multiple times)
"Share w/ friends" / "Gather together the Shaah way"
"Cup of community"
Active Lifestyle:
"Focus" (appeared frequently)
"Mental alertness"
"Completing active lifestyle"
"Energy - Socialize - Relax - Calming"
"Explore, Achieve, Discover"
Experience Language:
"Taste the tradition" (appeared 3+ times)
"Embrace tradition"
"Sip and savor"
"Bringing history home"
"Inviting in a new tradition into your traditions"
"Open your suyaadness" [awareness]
"Taste of travel or accessing new identity"
"People buy experience" and "Share what resonates w/ lifestyle"
DISCLAIMER
The ideas, suggestions, and recommendations in this recap resulted from a collaborative brainstorming session conducted by Innovate MN community members. These concepts are based on limited information about the business operations, financial situation, market conditions, and customer base.
Recommendation: Before implementing suggested strategies or programs, the Spotlight Business should conduct thorough due diligence, including market research, financial analysis, and consultation with relevant professionals.
This recap is intended to provide creative inspiration and potential directions for further exploration, not definitive business guidance.
Whew. You made it! Time for some tea!
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