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TABLE OF CONTENTS 1 2
INTRODUCTION
3
DEVELOPMENT
4
APPLICATION
5
CONCLUSION
OVERVIEW
RESEARCH OBSERVATIONS ASSESSMENT VISUAL AUDIT BRAND ANALYSIS
MIND MAPPING CONCEPT AND STRATEGY LOGO DEVELOPMENT TYPE DEVELOPMENT COLOR DEVELOPMENT FINAL LOGO
CONCEPT AND STRATEGY PACKAGING MERCHANDISING USER INTERFACE
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PART ONE JUBA TEA • 5
Pu-erh tea provided from the tea company we are rebranding.
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INTRODUCTION PROJECT OVERVIEW In the 2015 Spring Corporate Identity class we were presented the great opportunity of working with a tea company that produces a special type of tea from Xi Shuang Ban Na in Yun Nan, China. This tea is known as “Pu-erh” tea and is a very expensive, rare type of tea created through microbial fermentation and oxidation after the leaves are dried and rolled. Due to recent changes in the area politically, the ancient tea grove where this Pu-erh tea grows can now be accessed and farmed. Our goal is to rebrand the tea company in a way that will appeal to a western demographic as well as educate people of this uncommon type of luxury tea.
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PART TWO JUBA TEA • 9
Our classmate, Thu observing the scent of Pu-erh tea.
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RESEARCH OBSERVATIONS “Last class, Xun came and presented us with the tea that will be branding in Corporate Identity. Maybe it was the location or maybe it was the tea itself but It was an ethereal experience. Xun poured us each a small cup of 3 different types of Pu-erh tea and each one tasted different. He taught us about waking up the tea and about warming the cup up before drinking tea. The first cup tasted like very bitter on my tongue but it wasn’t too unlike strong green tea that has been soaked in hot water for a long time. The thing about this tea was that as you kept sipping it, eventually your mouth becomes adapted to the flavor and you enjoy it more and more. Each tea had a unique taste but I liked the second tea the most. It was not as bitter tasting as the other two teas and I enjoyed drinking it. When switching to the third tea I could immediately taste a difference and I quickly switched back to enjoying the second tea. The experience was very relaxed and our class realized that we were chatting and socializing like how you would do at a coffee shop or a bar. It was good social experience for our class and I feel like we got to bond over tea. This is the kind of experience that I would like to bring to our future customers. Its interesting because without realizing it-- 2 hours had passed and I didn’t want to leave but I had to go to my next class. I hope I get to experience something like this in my class again. It was very nice.” Experience Drinking Pu-Erh Tea - Alexis van den Berg Feb 26, 2015
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A hot cup of loose leaf Pu-erh tea with unraveled tea leaves steeping in water.
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RESEARCH ASSESSMENT The first step to starting this branding project was to figure out who the client is and what they want us to do for them. CLIENT:
- Our client is a tea company called ZhimoPuer. - They would like us to brand their tea to cater to a Western demographic. - Their slogan is “Your tea, Your way” - They have created Tea Girl as a way to give more information to the public about their tea.
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Tea from a vendor, ethnic market, and super market.
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RESEARCH VISUAL AUDIT The next step for our research was to go into stores to collect more research of what kinds of teas are available for purchase and how they are packaged. Each student went to a mainstream super market, ethnic market, and retail. The stores I chose were Ralphs, 99 Ranch Market, and Cha For Tea in Irvine. My observations: RALPHS: The store is organized by rows with signs hanging from the ceiling that tell what is in each row. The tea section is in the same aisle as the coffee section and is actually grouped together. Almost all the teas here are packaged in boxes. There are few in tins. No samples provided. 99 RANCH MARKET: Like the mainstream market, this market is organized by aisles. In this market one whole side is dedicated to teas. The other side is dedicated to coffee as well as creamers and other things that go well with coffee or tea. There is a larger selection and there is a variety of teas imported from different areas of Asia such as Thailand, China, Japan, and Korea. CHA FOR TEA: This tea house located in Irvine is known for their delicious, high quality steeped teas. When you walk inside you are presented with an arrangement of teas to try. The company displays their specialty brand loose leaves in a partially clear package in which you can see beautiful flower petals mixed with tea leaves. It gives the tea a feeling of high quality and authenticity.
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A traditional bowl of Pu-erh tea
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RESEARCH BRAND ANALYSIS To further our knowledge about Pu-erh, we researched the qualities of the tea that make it unique as well as who our target demographic would be. PU-ERH INFO:
- Exclusive from Xishuangbana in Yunnan, China - Great option for drinking as a digestif after a heavy meal. In China and Hong Kong, it is often consumed during and after heavy or greasy meals, like dim sum. - Pu-erh tea has blends available if the tea flavor is unappealing. Chrysanthemum pu-erh is good for ‘cleansing’ effects. There is also ginger, vanilla-mint, and blood orange blends. - Found commonly in brick shapes or cakes called ‘bing cha’ which makes transport, counting inventory, and storage of the tea more convenient. - Beneficial to “blood cleansing” and is often consumed after heavy meals or used as a hangover cure or preventative. May lower cholesterol, lower blood pressure and increase metabolism. Sometimes labeled as a “diet tea”
TEA DEMOGRAPHIC INFO: - 53% Female tea drinkers - Highest age groups drinking tea Ages 30-39 at (23.1%) of the population. - Close second Age 20-29 with (19.4%)
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PART THREE JUBA TEA • 19
Close up of mind-mapping process
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DEVELOPMENT MIND MAPPING Mind mapping was a helpful way for our class to visualize all of the words associated with our brand. Starting with a few keywords we branched out to many other words that are not always first associated with tea. Using three different types of beverages we created mind maps to help us associate the feelings behind different types of drinks. In the end we circled all of the words that we believed were an important part of our brand. Some of the words discovered from this poster became key words for our brand and are featured on our brand posters.
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Inspirations: Celebration, Origin, and Tea Ceremony
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DEVELOPMENT CONCEPT & STRATEGY Here we decided what kind of “take” we would go with for our brand. We asked ourselves what will the selling points of our brand be? For my brand I was inspired by celebration, community, origin and tea ceremony. I would like my brand to celebrate the community, social aspects of a tea ceremony as well as educate people of the healing qualities of Pu-erh tea.
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Logo Ideations being formed from paper to digital
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DEVELOPMENT LOGO DEVELOPMENT After many many rounds of drawing symbols that represent the keywords we picked from our mind map process, we began developing our logos to represent our brand image. I went through many different ideations of logos. The concepts I wanted to focus on was the uplifting feeling of tea, community and tea, or the origin of tea.
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Top: First choices of typefaces Bottom: Typefaces applied to logo ideations
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DEVELOPMENT TYPE DEVELOPMENT In class we looked at typefaces that had the feeling of the image we wanted our brand to portray. I chose typefaces that ranged from lighthearted and fun sans serifs to classic and more traditional themed serifed fonts. After sticking with the font Bonevo for a few weeks, I was advised to change the typeface to something a bit heavier because my logo did not feel as solid as preferred. The new typeface I chose was similar to Garamond but a bit heavier-The classic Baskerville.
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Colors chosen for brand
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DEVELOPMENT COLOR DEVELOPMENT The colors chosen reflect the organic feeling that the brand has. The brown represents the soil that Pu-erh tea grows in as well as the color of the rich, earthy tea. The gold tones represent the treasure of tradition. Yellow represents the color of the sun and growth.
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JUBA
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The final JUBA tea logo
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DEVELOPMENT FINAL LOGO It was a long journey to get to this final logo but it was well rewarded. The triangle shapes represent the mountains of Yun-nan, China. The leaf has an organic feel to it with ruffles much like a real Pu-erh leaf. The the shape of the leaf is inside the mountain to show that tea is the center of the company.
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PART FOUR JUBA TEA • 33
Xun performing the tea ceremony for Corporate Identity class.
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APPLICATION CONCEPT & STRATEGY For the application of my brand, I was strongly influenced by the tea ceremony our class had with Xun. The relaxed but uplifted feeling and the feeling of community is the core inspiration for my packaging.
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Top: Single Packaging of Juba tea Bottom: Tea set bulk packaging
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APPLICATION PACKAGING Our packaging is made of high quality reusable pieces so the consumer can worry less about trash. Single Packaging is a simple yet elegant Pu-erh tea tin. For our bulk packaging we pride ourselves in a our tea set which was created with the equipment needed to host a small tea ceremony for 4. It comes with a tin of JUBA Pu-erh tea, teapot, 4 cups, a tea strainer, a tea pick/spoon, and a pamphlet to guide a tea ceremony with instructions.
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3D rendering of the store front with Tea Girl Representatives.
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APPLICATION MERCHANDISING JUBA’s storefront provides a place for customers to create their own Pu-erh tea bricks. Our friendly staff, also known as Tea Girl Representatives, will give information of the different types of teas available to create high quality blends for our customer ’s enjoyment.
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Top: Advertisements intended for magazine layout. Bottom: Large format advertisement.
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APPLICATION ADVERTISING JUBA tea’s magazine advertising focuses on the preciousness of tea as well as an ode to the origin of where our Pu-erh tea is farmed in Yun-nan, China. Our large format poster advertisement shows the celebration theme of JUBA and portrays the social aspect of spending time drinking tea with a group of friends.
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Top: Customer opening the JuBA app Bottom: Functionality of JUBA app
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APPLICATION USER INTERFACE JUBA’s downloadable app is available to customers to give more information about where the tea they purchased comes from, allows users to buy through the app, gives more information about how to brew the tea, step-by-step guide on how to do tea ceremonies, as well as provides a point system to reward loyal customers.
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PART FIVE JUBA TEA • 45
Close up of Pu-erh brick tea
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CONCLUSION TEA PROJECT This project was definitely a learning process. Even as an avid tea drinker, (I drink tea at least twice a day) I feel like I learned many new things; For example, did you know that green tea, black tea and pu-erh tea all comes from the same tea plant? Camellia Sinensis. Interesting right? The processing of the tea leaves after being picked is what changes the type of tea. Besides learning new information of tea, I feel that this experience really pushed me to my limit as a designer. I have never had to create so many things in the time permitted and looking at everything our class has done as a whole is really amazing to me. I feel more confident and prepared to work in a corporate work situation.
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A. VAN DEN BERG
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