Visual Merchandising
Project Brief Design a point of purchase for the brand selected, which would be setup inside the store, keeping in mind the brand identity, product charecterstics etc.
Objective To increase the sales of the product/ introduce a new one or develop branding or visual communication for a product or the brand. Starbucks has recently partnered with Teavana and has taken the control of it’s production. Tevana offers a wide range of products under two categories of hot and iced teas.The point of purchase would be installed anywhere from where the customer interaction is essential or anywhere which catches the attention of the buyer. In the starbucks store, the space is either the counter top where the customer usually places their order or the space in the centre of store, amongst tables for the customers which is the first point of interaction for the buyer walking inside the store. This space is large enough to both grab attention and accommodate a POP of varying size.
Communication A. Product: The qualities of the product are what should attract the customer. The goodness of the raw materials used should be picked up by individual taste and requirement of their body and health. The POP would communicate visually the blend between tea and its flavour. B. Brand: The merge between Tevana and Starbucks isn’t something that the customers of Starbucks know about; the logo of both the brands would be put in a manner that makes this collaboration most obvious.
Theme The range of teavana tea’s are enriched with flavours which revitalizeand enhance the daily life working of its customer. The teas are infused with the benefits of natural anitoxidants like chamomile, mint, hibiscus etc. The herbal teas are packed in tea bags or are avialable loose in boxes. Although the customers are aware of the health benefits of the flavors but it’s relation to the teas sold needs to be established well in the minds of the buyers.
Product The teas manufactured are sold in tea bags or loose in boxes, to engage the customers to experience the tea inorder to initiate buying they would be provided with on spot samples or testers. The samples by themselves would also be communicative of the same visuals as the point of purchase.
Concept A translucent/ trasparent tea bag would be created, the inside of which would display in three dimensional small objects, the raw material of the flavour. For eg: For the display of Chamomile Herbl Infusion tea, the tea bag would contain small Chamomile flowers packed inside the tea bag, to mark the flavour and also to induce the idea of the flaour in the minds of the target audience. The thread which usually holds the tea bag would be replaced by an installation of fresh budding tea leaves which also create the illusion of being grown out from the flowers, as the roots of the plants would be inside the transparent tea bag.
Specification Dimensions: 3.5 ft X 2ft. Material: - Acrylic Sheet - Plaster of Paris - Plastic Sheet - Ceramic Costing: Upto Rs 6000/-
Model Explorations
Model Explorations #1
Tea bag structure inside Tea cup would have graphics similar to these.
Side Elevation
Top View
Model Explorations #2
Top View
Side Elevation
Aishwarya Vinod Shivani Chauhan