Quinteassential

The Challenge

To fast-track the D2C proposition when the pandemic significantly affected B2B out-of-home sales.

Having gained traction in out-of-home, working with high-end hospitality destinations, Quinteassential wanted to develop its consumer ecommerce proposition.  

Whilst it already had a small and loyal direct-to-consumer base, Quinteassential needed to develop its consumer offering, especially as the pandemic loomed and their primary market was in lockdown.

Founder Bernadine Tay said: “Although we had a strong idea of what we stand for, we were struggling to know where to start in identifying our target audience and how to communicate with them. We were also on a shoestring budget, so needed to prioritise our spending.”

The Solution

Mindful of working with limited budgets, we recommended a three-stage process to better understand the target audience and their drivers, shape the marketing strategy and Quinteassential’s response to their priority audience and find small and incremental ways to implement a marketing plan.

To research the potential audience, Atalante supported the team at Quinteassential with discussion guides to enable them to carry out research with the small, but loyal following they already had. We supplemented this with a wider review of secondary research and in-store / online ecommerce store visits and competitor reviews.

We then mapped and segmented the audience to find key needs and mindsets where Quinteassential could create a clear-space positioning. Atalante developed the positioning and marketing strategy framework to articulate what the brand stands for, its brand codes, and how the messaging, price, product and channels could be developed.

The output of this work was a succinct and comprehensive document that has been shared with the Quinteassential team and with partnering agencies. From there, the Atalante team has then worked on supporting the business with its implementation plans including fleshing-out an in-year and year-one marketing plan, website and packaging development briefs.

The Impact

The work has given Quinteassential the confidence and content to complete their investor’s presentation deck and begin the process of seeking long-term investment to grow the brand.



The clear direction has allowed Quinteassential to better articulate what the brand stands for and how it meets the needs of its target audience. They can work with implementation partners including website developers and social media agencies in a way which ensures joined-up thinking and they have brought several new products plus a packaging update to market.

Services Used

• Brand direction and positioning
• Marketing strategy and 4Ps framework (product, price, communications and creative, distribution) 
• Marketing activity planning
• Outsourced marketing team

“Tamsin intrinsically understands us and our needs and has helped us express the Quinteassential brand to a T (or should that be ‘to a tea!’).  Her strategic guidance in marketing and activity planning is invaluable to a small business and has greatly helped shape our future picture.”