The Ritual of Chá - Concept Book


The Ritual of Chá is a future-proof concept made for Rituals Cosmetics in the year 2031.

The Ritual



Concept Book

In a fast-paced society, the world never seems to stop. Our

minds never seem to stop. We continuously think, learn,

worry, compare, envy, but we are never… still.

At Rituals, we believe in turning everyday routines into

meaningful rituals. What if we could change your definition

of meditation? What if you could learn more about yourself

by simply drinking tea?

Table of Contents

Concept Book


The Scenario


The Target Group


The Values


Reasons to Believe


Change to Lead


The Benefits




The Brand


The Concept


The Prototype


The Innovation Strategy

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The Scenario

Pick up the pace

Pick up the pace takes you to a world post-corona: a world where there is no time to loose. In this fast-paced

society, people are making up for the time they have wasted in the pandemic that happened a decade ago. The

economy thrives but leaves behind a burned-out population.

Success is prioritized over mental health, as taking care of yourself is not about slowing down but about

productivity. This creates not only an overworked society but also an isolated one. Through the continuing digital

globalization, social interactions now solely take place digitally. Even healthcare has become completely

digitalized. This new, independent system of care benefits from technological advancements such as VR, AI, and

holograms. However, this technology brings its downside. Controlling algorithms have created a lack of factual

information. A universal truth is no more.

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Change to lead


By 2031, the customer attitude towards Rituals has changed. Slow living in a fast-paced world is seen as

unproductive, leading to the neglect of our mental health. With the Ritual of Chá, Rituals wants to bring back

a moment of pause. Drinking tea, an everyday ritual, is turned into a meditative practice of self-awareness.

By receiving insights in the mental state of being, Rituals allows people to reflect in the present but also guides

them to be more mindful in the moments to follow. The Ritual of Chá redefines what it means to be self-aware

and gives the Spiritual Know-It-All’s a new and attainable practice of wellness.

Slow living


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The Brand


Inspired by his travels to Asia, Raymond Cloosterman founded Rituals in 2000. The Eastern culture made

Cloosterman aware of how different our lifestyle is in the busy Western world and how much we could learn

from these Eastern wisdoms. This is how Rituals was born. From 2004 onwards, the brand became a staple in all

households. This leaves them with their success position of today: a frontrunner within the wellness segment.

Rituals believes in turning everyday routines into meaningful moments. The brand does this by transforming products

we mindlessly use on a daily basis into something special. Luxurious products for the body, home, and soul are

offered at a fair price, making the brand accessible for everyone who wishes to enjoy the small pleasures of life.

Rituals does not believe in selling beauty, but wants to make their customers feel good. Customers enjoy Rituals’

signature fragrances and benefit from taking a moment for themselves, leaving them feeling relaxed and more


With a peaceful and warm tone of voice, Rituals’ brand identity can be described as serene, minimalistic, and

harmonious. A sense of tranquility helps Rituals to convey their philosophy of slow living. The brand continues to

impact people’s lives by reminding them to take a step back and to pay attention to the little things in life: a lesson

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The Target Group

Spiritual Know-It-All’s

The Spiritual Know-It-All’s are self-proclaimed wellness experts aged 20-45. These people

are highly involved in the world of alternative wellness. The algorithm does not shy away from

recommending them pseudoscience: wellness methods that do not bring any benefits except a

placebo effect. However, if you would ask this group, they would argue that they are fully selfaware.

The Spiritual Know-It-All’s assume to be living in a concsious, mindful state yet do not seem to

realize that their ‘knowledge’ is fed through the bubble of the algorithm.

As they are part of 2031’s fast-paced society, the Spiritual Know-It-All’s possess a high-work ethic.

Due to this ethic, these people are burned-out and isolated but won’t see this eye to eye. Their

materialistic tendency lets them believe that success manifests itself in tangible outcomes. Combining

their slightly egocentric, arrogant personality with their vanity leaves us with a self-absorbed image

of this group. However, it’s important to notice that on the inside these Spiritual Know-It-All’s feel that

something is not right. In the end, all they search for is self-acceptance in a time where being yourself

seems so hard.

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The Concept

The Ritual of Chá

What are your first associations when you think about meditation?

You probably think about sitting in a cross legged position, hands on your knees, your eyes closed, all

while you sit in silence and follow the breath. But what if we told you that meditation does not have to

look like this?

Rituals introduces The Ritual of Chá: turning tea drinking, an everyday habit, into a meditative practice

of self-awareness. This ritual is inspired by ancient tea meditations that originate from China. The

ritual brings a moment to observe and reflect, allowing you to live with intention. Rituals encourages

the Spiritual Know-It-All’s to turn inward in order to come to a mindful state of being. Understanding

our mind helps us to recognize how to move forward. This new power, accessed through a peaceful

moment of reflection, allows for true self-improvement.

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Turning tea drinking, an

everyday habit,

into a meditative practice

of self-awareness.

16 17

The Values

The Ritual of Chá


The Ritual of Chá helps us to become aware of our mental state of

being. By being attentive to our mind, silencing it for just a moment,

we can let our soul speak.


Living in a conscious state allows you to have more compassion for yourself. Becoming

aware of our emotions, worries, and feelings helps us to recognize why we do the things

we do. The Ritual of Chá is here to help you understand your mind better, so that you can

have more empathy for yourself.


Being honest with yourself is the first step for growth. This ritual allows you to drink,

observe, and reflect, but most importantly; it allows you to take action. A safe and reliable

space has been created to do the inner work that your mind has been craving for so long.

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The Prototype

The Ritual of Chá

The Ritual of Chá consists of two prototypes: a mood sensing tea cup and the

complementary Chá section in the Rituals app. The mood sensing tea cup meassures

brain activity through EEG technology. By simply wrapping both hands around the cup,

the sensor is able to detect the mental state of being. When silencing the mind in this

tea meditation, it’s therefore not only the soul that speaks. It’s the brain as well. Rituals

believes that in order to take care of the mind, we need to understand it first. This is why

the outcomes of the tea meditation are translated in the Rituals app. Knowing why we feel

the way we do empowers us. It brings a new understanding of who we are.

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The Benefits

Spiritual Know-It-All’s

Scientific Insight

With the help of EEG technology, the Ritual of Chá can provide scientific insight. The

translation of the mental state of being is based on brain activity, leaving the outcomes

trustworthy. In a society where pseudoscience is not helping people for the better, these

factual insights bring back the credibility of science where people can fully rely on.

Personalized Care

In a world which is extremely individualistic, the Spiritual Know-It-All’s only seem to have

themselves. If they are not sticking up for themselves, nobody will. The Ritual of Chá is

here to support the Spiritual Know-It-All’s by providing personalized care for their mental

health. The insights into the mental state of being allows for this group to take action

where needed.

True Self-Awareness

By offering a moment of reflection, the Spiritual Know-It-All’s can be still, observe, and

consider what is really going on inside their minds. Having tangible outcomes of this

meditative reflection gives them the power to understand, and to cope with, their own


Moment of Pause

Meditation has been proven to do wonders for our body, mind, and soul. Through

this tea meditation, the Spiritual Know-It-All’s can have a moment of pause, allowing

them to slow down their busy lives in order to just be present.

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Rituals is the only brand that gives

you the needed moment of reflection

in order for you to grow into the

best version of yourself.

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Reasons to Believe


With the use of EEG, which stands for Electroencephalography, brain activity can be measured and

translated into an overview of your mental state of being. Today, the technology is used by putting electrode

plasters on the forehead or scalp area. However, as wearable EEG makes this technique easier to use in the

present, it is our believe that in ten years time EEG will develop further towards a future of non-invasive EEG

devices. Rituals, therefore, chooses to use EEG technology in its mood sensing tea cup.

As we see a shift in lifestyle, the customers attitude towards Rituals’ philosophy of slow living has changed.

It is important for the brand to stay relevant in a different world without straying away too far from its core.

By targeting an audience that is still involved in the world of wellness, Rituals can continue to stand behind

their beliefs. By changing their tone of voie to show how a moment of pause does not equal inefficiency, the

brand can assure its new target group of the importance of slowing down.

Rituals also understands how important factual information is, especially in a world where there is no

universal truth. Combining scientific information of the EEG technology together with the Eastern wisdom of

tea meditation, Rituals has found a way to merge the best of both worlds. This unsual combination ensures

that the target group remains interested in wellness, and therefore in Rituals.

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The Innovation Strategy

The Ritual of Chá

Rituals will need to continue their journey of shifting people’s perspective on wellness. The brand emphasizes

how happiness can be found in the smallest moments of life. By continue doing so, Rituals can adapt more

easily to the changing world of the future without giving up their brand philosophy.

In their pursuit of redefining wellness, Rituals will find a more niche group of customers. Instead of reaching

everyone, the brand will have a more meaningful message for people who really want to listen. Rituals’

customer base will now be more loyal and devoted, giving the brand the opportunity to truly build on this


By building upon an existing range of products (the line of tea) and a similar concept (the previous Ritual of

Chadô), Rituals can innovate its products without them loosing its familiarity. With the creation of the mood

sensing tea cup, Rituals is pushing the technology of EEG forward. The brand is, through the Ritual of Chá,

able to make the insights that EEG gives accessible for more people. Democratizing this technology fits with

Rituals’aim to offer luxurious products at an affordable price.

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The Scenario

- Rogers, S., 2019, How Virtual Reality Can Help The Global Mental Health Crisis. From:


- Klitzman, R., 2019, “Smart” pills are here and we need to consider the risks. From:


- Lightman, A., 2020, The Virus Is a Reminder of Something Lost Long Ago. From:


(Scientific) Wellness

- Freeman, H., 2018, Gwyneth Paltrow’s latest profile reveals the wellness industry’s utter quackery. From: https://www.theguardian.


- Wischhover, C., 2016, Can Wellness Be Scientific? From:


- Sullivan, T., 2018, The future of personalized health is scientific wellness. From:


- Rituals, 2020, About Rituals. From:

- Rituals, 2018, Interview met Rituals’ CEO Raymond Cloosterman. From:

Tea (meditation)

- Brouder, A., Billing, S., Uren, S., 2013-2020, The future of tea: A hero crop for 2030. From:

- Ying, L., 2020, Mental health awareness: how tea meditation can improve your well-being. From:


- Marett, C., 2020, Calm In A Cup: How Tea Ceremonies Bring Us Back To Nature. From:

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