Packing- Tea Pack Design by Boris arriaza
This is Norway Let there be the northern lights
they’re gorgeously tasty and aromatic NEW blackcurrant and mint DREAM DRINK IT - FEEL IT - LIVE IT
Lipton is the world’s largest supplier of tea When Sir Thomas Lipton created his company in the late 19th century, he bought his first tea estate in Ceylon. Over a hundred years on, Lipton now possesses thousands of acres of quality tea gardens in East Africa. Building on the experience of over a century in growing and blending tea. Lipton has kept alive Sir’s Thomas’s love of innovation and expertise. Unsurprisingly, Lipton produces the world’s number one tea today.
Lipton wishes to be pushing for a better and sustainable teindustri and taking a social responsibility. Lipton certifier its products, and each cup of certified tea is a step in the right direction for a better life for tedyrkerne, their families and the environment. Tea is the world’s oldest beverage, tea is the most common beverage in the world after water.
what is the difference between teas and infusions
t’s simple really. Tea comes from a tea bush – like black tea and green tea – and infusions come from plants or fruits. For example, Peppermint comes from a Peppermint Plant – so they contain no tea at all. Lipton Fruit and Herbal Infusions are caffeine free, so the whole range offers a satisfying alternative to black tea and coffee. Lipton Infusions also combine exciting and diverse flavours – lemon and ginger, and blackcurrant & mint, strawberries, raspberries, and other delicious fruits. cranberries And because they’re made with real fruit, they’re gorgeously tasty and aromatic too.
Ecolabelling of packaging. Why?
- To remind consumers on recycling and give them recognition in the use of symbols - To source separation to work on a daily basis - To clarify that it is paid for packaging - Know that the message of recovery coming through to consumers - Symbols used on packaging leads to increased collection - Indicates that Lipton Company has taken an environmental standpoint and show responsibility (= good for corporate reputation)
From good idea to finished product
1. Mindmap. 2. Moodboards. 3. Audience analysis. 4. International. 5. Values. 6. Hand Sketches 7. Client meeting 8. My design: The Northern Light 9. Made tea pack samples 10. Chose one - My Lipton Tea Pack
The Creative Process
What Did I Asociate With “Norway” • Beautiful nature / fjords. • Trolls. • Rose painting. • The Northern Light.
Important to bring out the flavor of the tea
My Value Words 1. Refreshing 2. Healthy 3. Mysterious
Target Group Analysis • Mostly women from 30-60 years. • Confident. • Settles down. • Stable economy. Conscious of their choices Interests: • Learning to take care of themselves and their health. • Like to travel. • Believe in / curious about alternative medicine, treatments and mysticism. • The youngest believe in new beginnings. • The oldest believe in traditions. • Struggle to fulfill their dreams
OUR TEA PACK DESIGN, THE NORTHERN LIGHT. WHY? • •
Well known Norwegian attraction, nationally and internationally. The colors reflect the colors of the ingredients / the taste of the tea and the shape of the box.
PURPLE: symbolizes: wisdom, traditions, continuity = values of the oldest. Members of our target group, the Lipton tea business and the square box
GREEN: symbolizes: nature, hope, fertility, life, growth, youth = values of the youngest members of our target group, the Lipton tea business´engagement in our environment and mother nature
The Assignment Make a tea pack with: • Points of Parity. • Points of Difference.
Examples of Points of Difference: • 100 % ecological. • Letting the colors and the form of the tea pack affect each other.
Examples of Points of parity: • Placing of the Lipton logo. • Yellow and white circles on the tea pack.
•
•
• • •
Includes the word “Infusion”. Placing of the colors. A square shaped box and a pyramid tea bag.
Placing of the colors (putting some new colors into the white circle). Ice tea and warm tea all in one tea pack
The Northern Light reflects something Norwegian, but also something mystical “A ONCE IN A LIFE TIME DREAM”
WHAT am I COMMUNICATING / SELLING ? I am not just selling tea. I am selling a DREAM
THE RESULTS
finished product
A tea pack fulfilling the dreams of my target group Giving associations to creativity, spirituality, dreams, but yet close to earth, green grass, ecology and health
Reflecting my valueword: • • •
Refreshing Healthy Mysterious
Thank You NEW blackcurrant and mint DREAM DRINK IT - FEEL IT - LIVE IT