T2 Cha Manifesto by Flurolux

T2 Cha Research, Style & Outcomes Manifesto By Luke Zorbas

This document has been produced to document & present Cha, the new flavour infusers in the form of a freeze-dried fruit powder. Taking inspiration from Indian culture & art, this new product aims to allow the consumer to escape and experience a foreign culture, from the comfort of their own home. 4

Contents Who Is T2?

Want To Escape?

Initial Concepts

Proposal Brief

Style Guide

Original Concepts

Final Concept

Touchpoint Brief

Customer Journey

Cha Mini-site

Cha Point Of Sale

Cha Advertisements

Conclusion 48

TEA BREWING ACCESSORIES

T2 CHRISTMAS PRODUCTS

WHO IS T2?

T2 OFFERS AUSTRALIAâ&#x20AC;&#x2122;S BIGGEST RANGE OF BEAUTIFUL, FRAGRANT TEAS FROM ALL AROUND THE WORLD. T2 was started in 1996, when Maryanne Shearer found a gap in the market for a tea-based retail experience. She wanted to give tea a new and modern edge, and bring it to a new consumer market. She wanted people to be educated about all the different variants of tea, through experiencing the magic of tea through all the senses; taste, smell, sight, and touch. They now have 38 stores throughout Australia and New Zealand, and stocked in selected cafes & restaurants. Each store is an immersive experience, allowing consumers to try and buy T2 products. As well as tea, they also sell various accessories, tea ware, and food.

VISUAL IMMERSION T2 IS ALL ABOUT THE RETAIL EXPERIENCE AND THE STORES REFLECT THIS IN THEIR DESIGN AND BRANDING. The experience starts before you even enter the store, with textured and styled shop fronts which are usually unique to each store. Store insides are filled with shelves containing tea and teawares. The main T2 Orange colour is very consistent across the branding and packaging of their products, from the cups used for testing, to the collateral and delivery packages. Each tea is assigned its own colour to easily idenitfy it against the range of other teas. The standard packaging is very clean and simple, only using colours and patterns on each box, and colour stickers for tins and other packaging. The standard font is Helvetica, which keeps the branding very straightforward and honest, with other fonts being used in various advertising material to promote new flavours or events. In terms of marketing material, they are usually advertised in womenâ&#x20AC;&#x2122;s and home & lifestyle magazines, as well as being featured in tea appreciation blogs. Their online presence is over quite a few sites including social media (i.e facebook, twitter, youtube), Steepster, and their own T2 sites (T2 TV, T2 Blog, T2 shop). They also have a e-newsletter and a membership program to keep T2 fans up to date on the latest happenings

TOP: T2 (AKA. TEA TOO) STORE FRONT BOTTOM: T2 TASTER CUP

WANT TO ESCAPE?

JANE

JANE IS A 32 YEAR OLD FEMALE. SHE LIVES IN THE OUTER SUBURBS & SHE VISITS T2 REGULARLY TO BUY HER FAVOURITE TEA. SHE LOVES TRAVELING AND DOES SO EVERY FEW MONTHS OR SO. SHE BUYS HER FOOD FROM ORGANIC PRODUCE MARKETS, SHE IS A MEMBER OF THE LOCAL GYM AND WORKS AS A TRAVEL AGENT. SHE LOVES CHA BECAUSE IT BRINGS BACK FOND MEMORIES OF HER TRAVELS IN INDIA, AND SPENDS TIME AT THE END OF HER BUSY DAY REFLECTING ON THESE WONDERFUL EXPERIENCES. The secondary target market will be focusing on females, 20-30 years old, who are regular customers at T2. They are health conscious individuals, who love to have time at home to relax. They have either traveled overseas before, or want to at some point in the future.

SARAH

SARAH IS A 26 YEAR OLD FEMALE. SHE LIVES IN AN APARTMENT & ONLY SHOPS AT T2 OCCASIONALLY. SHE DOESN’T TRAVEL MUCH AS SHE LIVES SUCH A BUSY LIFESTYLE AS A LAWYER AND HAVING A BOOKED OUT SOCIAL CALENDAR. SHE EATS OUT AT FANCY RESTAURANTS AND USUALLY SHE WILL GO OUT FOR AN EVENING STROLL. SHE LOVES CHA BECAUSE IT ALLOWS HER TO ESCAPE TO INDIA, AWAY FROM HER JOB AND STRESS THAT IT BRINGS WITH IT. SHE CAN SIT AT HOME ON THE COUCH SNUGGLED UP WITH A WARM TEA AND RELAX. The tertiary target market will be focusing on females and males, 20-40 years old. They have either visited or seen a T2 store before, and know of the brand. They are open minded and willing to try something new if shown or given to them.

INITIAL CONCEPTS The infuse strategy focuses on the history of Tea, and the tradition of drying fruit for transportation. Consumers now can add a bit more flavour and history to their tea, by adding dried fruit pieces to it. They are also left with a juicy piece of fruit at the end.

By using unusual and exotic fruits, the consumer is taken on a journey to another country, experiencing new sensations, while at the same time gaining from the health benefits of the fruits. Dried fruit slices are stored in the container and taken out when needed. They can either be added to cups or teapots depending on brewing method. Fruit can then be eaten when finished with.

The flavours take inspiration from the countries that first created tea, China & India, with fruits such as Starfruit & Lychee.

The beauty strategy focuses on T2â&#x20AC;&#x2122;s concept of fully experiencing tea through the senses (Touch, Smell, Taste, See), and shifting it to experiencing fruit through the same senses. Using fruit pulp, consumers add suggested additives to create own skin moisturiser and face masks.

By using unusual and exotic fruits, the consumer is taken on a journey to another country, experiencing new sensations, while at the same time gaining from the health benefits of the fruits. Already pulped fruit is stored in the packaging, the consumer then adds the suggested additives (usually honey), mixes it together and then applies to skin.

Flavours take inspiration from the countries that first created tea, China & India, with fruits such as White Pear & Dragon Fruit.

LEFT: INFUSE MOODBOARD RIGHT: BEAUTY MOODBOARD

CLIENT PROPOSAL BRIEF

The market is full of generic flavoured fruit powders such as strawberry and mango, and there is no exotic or unique flavours for customers to experience. Most packaging is also quite plain, and offers no experience for the consumer. The new product will be called Cha.The colours, typography and patterns will all be inspired by Indian culture and their colourful festivals. Colours will be based on the coloured powder festivals in India; purples, pinks, oranges, aqua greens. Vector patterns will be the main style on pack, very similar to current T2 packaging. The fruit powder will be stored in a T2 tin with itâ&#x20AC;&#x2122;s own individual label around the tin, so that refills can also be sold in-store. The gift box that the tin comes in will have die-cuts, allowing it to be used as a candle holder, creating interesting patterns when used at night. The product will be freeze-dried powdered fruit, which has been ground into a coarse powder, so it can be easily scooped and put into cups of tea or honey. Variants will be Indian fruits, such as; Mosambi & Indian Gooseberry. The outside packaging will act mainly as a promotion for the main packaging inside, possibly as a display front. Possibly, with die-cuts it could be used as a candle holder, to once again bring about the exotic Indian atmosphere.

“Transporting the consumer to exotic lands, through the use of unique freeze-dried powdered fruits, to be used as natural flavour infusers for T2 teas.”

SINGLE MINDED PROPOSITION

STYLE GUIDE

FULL COLOUR LOGO

Taking inspiration from Indian architecture, religious festivals, culture and arts, the branding combines organic and curvy shapes, with Holi festival inspired colours, and exotic type, while keeping T2â&#x20AC;&#x2122;s simple and clean style. Each flavour had a specific colour palette associated with it, very similar to the T2 style of having colours for each flavour. The main Cha logo kept the T2 orange to maintain a relation back to the main brand, as well as featuring the T2 logo above each label.

Helvetica was kept as it is part of the T2 brand, and because of itâ&#x20AC;&#x2122;s simplicity it keeps the focus on the new branding. Great Vibes was chosen as the display type and it reflects the organic shapes that accompany it, and it also gives the brand a classy vibe, strengthening the high end aspect of the brand. The colours were sampled from various images found of the Indian Holi Festival, the main inspiration for making powdered fruit. The colours are further added as gradient maps for branding images.

LOGO BLACK & WHITE

LOGO FLAVOUR #1

LOGO FLAVOUR #2

Helvetica Bold - Headings CRAZY FREDRICK BOUGHT MANY VERY EXQUISITE OPAL JEWELS.

Great Vibes - Display Crazy Fredrick bought many very exquisite opal jewels. Helvetica Regular - Body Copy

Crazy Fredrick bought many very exquisite opal jewels.

FONT CHOICES

BLACK & GREY GRADIENT

BLACK & ORANGE GRADIENT

Pantone 526 C CMYK: 67 / 97 / 6 / 0 RGB: 117 / 47 / 138 Hex: #752E89

Pantone 7678 C CMYK: 70/85/11/1 RGB: 107/71/142 Hex: #6A478D

Pantone Medium Yellow C CMYK: 2/11/100/0 RGB: 255/218/0 Hex: #FFD900

Pantone 715 C CMYK: 0/50/100/0 RGB: 247/148/30 Hex: #F7931D

Pantone Pink C CMYK: 9/94/0/0 RGB: 221/35/151 Hex: #DD2396

Pantone 7479 C CMYK: 75/0/75/0 RGB: 43/182/115 Hex: #2AB573

Pantone 802 C CMYK: 67/0/100/0 RGB: 60/213/46 Hex: #3BD42E

COLOUR PALETTE

BRANDING PROCESS THIS IS A COLLECTION OF SOME OF THE PROCESS THAT WENT INTO THE BRAND & PACKAGING.

Pantone 526 C CMYK: 67/97/6/0 RGB: 117/47/138 Hex: #752E89 Pantone 7678 C CMYK: 70/85/11/1 RGB: 107/71/142 Hex: #6A478D Pantone Medium Yellow C CMYK: 2/11/100/0 RGB: 255/218/0 Hex: #FFD900 Pantone 715 C CMYK: 0/50/100/0 RGB: 247/148/30 Hex: #F7931D Pantone Pink C CMYK: 9/94/0/0 RGB: 221/35/151 Hex: #DD2396 Pantone 7479 C CMYK: 75/0/75/0 RGB: 43/182/115 Hex: #2AB573 Pantone 802 C CMYK: 67/0/100/0 RGB: 60/213/46 Hex: #3BD42E

Mosambi & Coconut Indian Mulberry & Pepper

Immerse yourself

Ingredients

50% Powdered Mosambi 50% Powdered Coconut Best Before: 04/10/14

How To Use

1300 TEA TOO www.T2tea.com

Mosambi & Coconut FRUIT INFUSION

Pepper & Mulberry FRUIT INFUSION

Cha is freeze-dried fruit powder, designed to enhance tea flavours and transport the drinker into the foreign lands of India. A culture rich in history, flavour and colour, it provides a wonderful experience, far away from the stresses of everyday life.

The Cha Story Cha is freeze-dried fruit powder, designed to enhance tea flavours and transport the drinker into the foreign lands of India. A culture rich in history, flavour and colour, it provides a wonderful experience, far away from the stresses of everyday life.

How To Use

2 Teaspoons per Cup. Can also be mixed with T2 Honey to infuse flavours, then added to your tea. Store in a cool, dry place. Packed in Australia from imported ingredients by Tea Too Pty Ltd 89 Salmon St., Port Melbourne, VIC 3207, Australia.

1300 TEA TOO www.T2tea.com

The Cha Story

Ingredients

50% Powdered Mosambi 50% Powdered Coconut Best Before: 04/10/14

CHA MOODBOARD THIS IS A COLLECTION OF MY VISUAL INSPIRATION IN CREATING THE CHA BRANDING.

TEA BREWING ACCESSORIES

ORIGINAL CONCEPTS

T2 CHRISTMAS PRODUCTS

After coming up with a few concepts, this was decided as the final one to s t a r t d e v e l o p i n g f u r t h e r. T h e d e s i g n took inspiration from the colour powder throwing that happens during the Holi Festival in India, Using textures and splatters, this was recreated on the tin wrapping, with ingredient and â&#x20AC;&#x2DC;how to useâ&#x20AC;&#x2122; panels on either side of the main logo. The gift box used the old colour palette and patterns to decorate the outside, with windows on all sides to be diecut in order to show the tin wrap branding inside.

FINAL OUTCOME

The final packaging took the original concept, and then after more development (see page 21) came to this final and resolved outcome. The gift box was coloured black to better show off the tin wrapper colours inside and promote the flavours, rather than have too many colours conflicting with each other on both parts of the packaging. It also allows for the box to apply to various flavours without having to consider colour combinations. There was also some modifications with the window die-cuts. There are now less windows to allow the packaging to be more stable and better for transporting purposes. There is also a bigger window at the front to allow all the branding to show through, with no windows at the back as they wouldnâ&#x20AC;&#x2122;t be seen on shelf and so became unnecessary.

RIGHT: FINAL PACKAGING WITH GIFT BOX AND TIN

The tin wrappers also had some changes. The flavour colour was now represented on the background as well as the main logo, to make the colours more obvious, and once again avoid colour clashes. ‘Fruit Infusion’ was also added to avoid any confusion about the product inside.

FINAL TIN WRAPPER FOR FLAVOUR #1

Colours:

134 mm

Pantone 715 C

37mm

149 mm

90 mm

Colours:

Pantone 715 C

149 mm

90 mm

37mm

134 mm

Ingredients

50% Powdered Mosambi 50% Powdered Coconut Best Before: 04/10/14

How To Use

1300 TEA TOO www.T2tea.com

Ingredients

50% Powdered Mosambi 50% Powdered Coconut Best Before: 04/10/14

How To Use

1300 TEA TOO www.T2tea.com

LEFT: GIFT BOX DIELINES TOP: TIN WRAPPERS

TOUCHPOINT BRIEF

T2 CHA IS FREEZE-DRIED FRUIT POWDER USED AS AN ALL NATURAL FLAVOUR ADDITIVE FOR TEA. IT TAKES INSPIRATION FROM INDIA THROUGHOUT THE PRODUCT AND THE PACKAGING. The freeze-dried fruit powder will be contained in a tin that has a wrapper on the outside, describing the flavour and how to use the product. This will then be placed inside a black die-cut box, which also functions as a candle holder when the tin has been removed. The tin can either be sold separately or with the gift box, depending on who it is for. The new product range will include two different flavours of fruit powder;Mosambi & Coconut and Mulberry & Pepper. They will be differentiated by the colour on the tin wrapper.

T2 Cha is targeted towards usage with other T2 products, and as such doesnâ&#x20AC;&#x2122;t really have any competition or other products to compete with. The first touchpoint will be advertisements. They will be targeting regular T2 shoppers with mobile pop-up ads, shopping mall posters and facebook banners. And targeting people wanting to escape, with posters near offices, train stations and on T2 bags. The second touchpoint will be a promotional micro-site. It will have stories about Indian culture, further reinforcing the Indian experience. It will showcase the Cha flavours and what teas they could pair with. There will also be an online competition where you buy Cha, share your experience online and then go into the draw to win a trip to India, to complete your experience.

The third touchpoint will be point of sale in store. It will fit in with the T2 store, but also stand out enough to promote the Indian experience. It will be a freestanding piece, with shelves to hold multiple products and use the product as a decoration piece.

It would then be kept all year round, to further support the current and updating tea range, with the possibilities of other cultures being used to inform the design and flavours of Cha.

The touchpoints will push the experience and journey that the consumer goes on when consuming the product. The touchpoints will be colourful, intricate, Indian-inspired, textured. Depending on cost and feasibility, there would be more sensual experiences involved such as; tasting, smelling, video, sounds, texture and more. T2 Cha would be launched in Winter, the perfect season to snuggle up inside with a warm tea. Also one of the more dreary seasons, people are tired, cold, out of party mode and want to escape.

LEFT: T2 WEBSITE RIGHT: T2 STORE

INTERRUPTION

Train Station Ad

T2 Bag

Mobile Pop Up

Facebook Banner

T2 Website

T2 Store

Cha Website

Word Of Mouth

Point Of Sale

Taste Testing

Instore Promotion

Packaging Branding

Gift

Refill

POSTPURCHASE

IN-STORE

PREPURCHASE

INITIAL RESEARCH

Office & Street Ad

BUILDING THE EXPERIENCE T2 HAS ALWAYS BEEN ABOUT THE EXPERIENCE OF TEA, AND SO CHA WILL ALSO FOLLOW IN THIS STYLE. To start the process of immersing people in the brand, we need to target them where they will be visiting most frequently. In targeting people who want to escape normal daily routines, we target them on public transport during the one dreaded part of the day, and in shopping malls where people have the most chance of walking by a T2 store. We then focus on regular T2 customers, who would benefit most from the product by advertising on media that T2 already utilises, such as their website (incl. mobile) and social media sites.

The next step is bringing T2 and Cha together and simultaneously promoting both brands, to gain maximum sales. This will be done by having a Cha mini-site which then promotes teas on the T2 online store, with the T2 site also promoting Cha on their site. This also involves having Cha becoming part of the retail experience, by having a point of sale in-store, offering free taste testing along with the tea samples, and also using the packaging itself to show itâ&#x20AC;&#x2122;s style and all the different features of it.

LEFT: CUSTOMER JOURNEY

CHA WEBSITE

The Cha minisite allows customers to research more into the flavours currently on offer, and what teas they would pair well with. Itâ&#x20AC;&#x2122;s a vertically scrollable site, with the main navigation bar following the page down. At the very bottom of the site is a competition to win a trip to India, once again bringing back the idea of having an experience. This competition requires people to visit and promote on the T2 facebook page, which is once again going to target our main audience.

RIGHT: FULL SCROLLABLE WEBSITE FURTHER RIGHT: MAIN PAGE

2. ABOUT PAGE

3. FLAVOURS PAGE

4. TEA PAIRING PAGE

5. COMPETITION PAGE

POINT OF SALE

The point of sale will be located somewhere inside T2 stores, to showcase the Cha packaging, with both flavours on either side. The Taj Mahal outline of the shelving makes it easily recognisable in store, standing out from the usual T2 products just enough without overcrowding the store itself. The textures are very similar to other textures in store, but have an Indian pattern on them, once again making it visually striking, but blends in well with the overall store environment.

POINT OF SALE SHELF

POS FRONT

LEFT: POS BLUEPRINT RIGHT: POS IN SITU