Tea Document by Nitasha Sarangi

CHAI,

ENCHAI A PROJECT FOR ELECTIVE ONE, 2011

by Nitasha Sarangi Guide: Prof. Immanuel Suresh Graphic Design, National Institute of Design

CONTENTS INTRODUCTION

Why Tea? | Project Proposal

INFORMATION COLLECTION (PHASE- 1)

Background Study

DIRECTION

Problem areas and solutions | Scope of work

INFORMATION COLLECTION (PHASE- 2)

All about tea | What different people say | So people do not like tea because...

DEFINING MY AUDIENCE

Age group and Occupation

EXPLORATION STAGES

Stage 1 ( from a bird eye point of view) | Stage 2 (more focussed view) | Stage 3 (broader yet focussed view)

MY JOURNEY TO FINALS

BIBLIOGRAPHY AND WEBLIOGRAPHY

ACKNOWLEDGEMENT

INTRODUCTION

WHY TEA? | PROJECT PROPOSAL

Tea has become Indiaâ&#x20AC;&#x2122;s one of the most important commodities over the past few decades. Not only tea is indigenous to India but also the pride of the nation, as India is the second largest tea producer of the world after China and contributes significantly to the countryâ&#x20AC;&#x2122;s GDP growth as well as foreign exchange earning. It is the only industry where India has retained the leadership over the past 150 yrs offering a variety of products from original orthodox to CTC, green tea, Assam tea, Darjeeling tea and Nilgiri tea. No other country has so many popular variety of tea. Accounting for over 30% of the global production, Indian is a world leader in all aspects of tea production, consumption as well as export.

WHY TEA?

Tea is a beverage, an infusion made by steeping the dried leaves or buds of the shrub Camellia Sinensis in hot water. Tea also refers to the aromatic beverage prepared from the cured leaves by combination with hot or boiling water, apart from being the common name for the Camellia Sinensis plant itself. It has always been a popular beverage in India in the past generation. But now it is losing its popularity among youngsters. A huge competition from coffee, colas and other beverages in the market has brought down the tea popularity even after all the medicinal properties and benefits that it posses, and hence leading to the present crisis in the tea industry. Apart from my personal choice for tea, I felt the need for the promotion of tea in India to preserve tea popularity and tea culture, which in itself is a beautiful culture and generates income for about 10 million Indians. Tea garden (photo courtesy: Zaqqy J. -pick your own tea)

PROJECT PROPOSAL (at the beginning) Guide Professor Immanuel Suresh Brief To make an illustrated diary/journal for everyone who loves to write or loves tea and mainly for todayâ&#x20AC;&#x2122;s Indian youth, a section of people, where tea has been overtaken by other hot and cold beverages. Objective Promotion of tea Target Audience Indian youth Methodology Initial research and data collection (2 weeks) Finding direction (2 weeks) Explorations (4 weeks) Final deliverables (1 week) Documentation (1week)

Right: One of the essence of tea in India. (illustration: Nitasha Sarangi)

INFORMATION COLLECTION (Phase- 1)

BACKGROUND STUDY

The purpose of collecting data and information was to understand the prospect of the tea industry and its grievances. The sources of information was mainly book, articles, internet and people.

BACKGROUND STUDY Most of the information available was from articles and statistical data from internet. A view on the global scenario and then narrowing down to Indian context was my aim to better understand the tea industry.

GLOBAL SCENARIO

Production cost vs tea prices With an increase in world production of tea, the prices of tea has gone low leading to the rise in the production cost.

Risk management Tea being an action trade, the prices are widely differing time to time as prices are set only for goods that are delivered immediately, hence do not provide any chance for risk management.

Developing countriesâ&#x20AC;&#x2122; reliance on tea Several developing countries like Kenya, India, Sri Lanka, & etc. are heavily dependent on tea and have suffered acutely due to low and volatile prices of tea, which even restricts scope of its management.

Marketing of smallholder tea Prices paid by factories to smallholders of tea are set nationally or regionally by government and is revised regularly. But the prices for smallholder tea tend to be lower than prices for tea

The significant facts about the global scenario is as below:

08 plantation because of the lower quality. The low quality is due to lack of funds for latest technical information, lack of knowledge of how to pick and store and treat the leaves and other processes.

Tea workers grievances Low wages, sex discrimination, poor working conditions, inadequate provisions, ineffective trade unions, tea worker families trapped in viscous circle of working in the field.

INDIAN SCENARIO In India, the scenario is no different added with a decline in its export and lowering of labour wages. There has been various of schemes developed along with financial assistance

of long term loan, subsidy and grant-in-aid through made schemes approved for implementation during the eleventh plan period like Special Purpose Tea Fund

Indian tea picker in the field.

(Photo courtesy: Andri Thorstensen)

Scheme (SPTF), Tea Plantation Development Scheme, Quality Upgradation and Product Diversification Scheme, Human Resource Development Scheme, Development Grant, Organic Tea Development Project, Development of Geographic Information System through Remote Sensing, Energy Conservation in small tea processing units in South India, Reopening of closed tea gardens, Tea promotion, Protection and preservation of name and logos. Apart from the tea industry scenario, tea is also losing its stand in its consumption. And with the upcoming new and easy-made beverages and products in the market, now tea is losing its popularity among the Indian youngsters, which is yet another challenge for the tea industry to survive in such a declining market and prices and production cost rise. But with great hopes from the schemes from the Ministry of Commerce in India and various promotional approach, Indian tea industry is still looking forward to a better future in terms of its development and also to â&#x20AC;&#x2DC;the national drinkâ&#x20AC;&#x2122; status for tea.

Right: Tea garden on slope

(Photo courtesy: jai-to-z, www.flickr.com)

DIRECTION

PROBLEM AREAS AND SOLUTIONS | SCOPE OF WORK

At this stage it was important to understand the problems of the Indian tea industry and analyze them to find solutions. With an understanding of the global scenario of the tea industry and the Indian scenario of the same, I proceeded further to define the problem areas and find solution to it along with exploring with the scope of graphic design intervention to solve the issues.

PROBLEM AREAS AND SOLUTIONS PROBLEM AREAS

SOLUTIONS

After a detail analysis of the information collected till now, the major problem areas in Indian tea industry, were listed down as below:

The most significant solutions to these issues are:

- competition from arrival of different beverages in the market, that are cheaper and easier to make than tea. - There is a large variety of each product. - There are a lot of value added experience attached to them - This is affecting the financial stability of the tea industry in India.Hence also affecting tea pickers of the country AND TEA IS DECLINING!

- promotion of tea. - spreading awareness about the health benefits and various usage of tea. - exploring and informing audience of all possible usage of tea. - adding to the user experience. - making tea customizable for people in all possible aspects, - reviving the tea culture and attracting the Indian youth.

SCOPE OF WORK MAJOR TOPICS

PACKAGING

BRANDING

PROMOTIONAL

- Improving packaging design of tea.

- Branding of a tea house (hypothetical)

- Advertisement (Print media)

- Packaging for short distance transportation of hot tea from oneâ&#x20AC;&#x2122;s favourite chai wala.

- Re-branding

- Promotional items

- Branding chai walas - Promotional items for any tea association

Flavours of Tea, Tea recipe book, Tea and spices, Aromatic tea from different flowersand herbs, Tea oil, Tea party, Medicinal property of tea, Facts about tea, Processing of tea leaves, Life of a tea picker, Experienceof people with tea, Tea staining, Craft with tea, Tea and psychology,Tea and colours, Need for tea,Tea as addiction, Journey of tea in India,Tea among different classes of people, Tea and saucer, Tea and biscuits and newspaper, Tea utensils, Tea sees all (railways, thela, restuarant, etc), tea while travelling, Transportation of tea in India, Different context of tea, With tea, Tea basketin India, Tea agriculture, Tea and water, Tea and children and Tea photography.

INTERACTIVE MEDIA

ILLUSTRATIONS

PUBLICATION

- Game based learning

- Illustrations on tea

- Informing

- Knowing more about tea culture

- Story Narration

- Promoting - Research based (Brochure, Catalogue, Magazine, Newspaper, Annual Report, Newsletter, Calendar, Postcards, Books, Graphic novel, Story book for kids, Illustrated notebook)

INFORMATION COLLECTION (Phase- 2)

ALL ABOUT TEA | WHAT DIFFERENT PEOPLE SAY | SO PEOPLE DONOT LIKE TEA BECAUSE... | CASE STUDIES

At this phase, I looked into the details about tea like it origin, its health benefits, usage and etc. as well as case studies of tea campaigns and what people have to say about tea, to understand all the scopes and topics under the domain of tea so that the promotional step I take later can get a better shape and reach the audience effectively.

ALL ABOUT TEA Its origin, types, benefits, usages

To outline my aim and deliverables for the promotion of tea, among the youth, I now needed to understand tea in details. My aim here was to find out everything about tea that is generally discussed like its origin, benefits and facts like beautiful tea arts, etc. which is generally neglected.

ORIGIN OF TEA Shorn of all beautiful myths and legends, we get the first authentic references to tea and tea drinking in China in the fourth century A.D. The first person to drink tea was a man named, Shen Nung, who one day took his wife and children mountain climbing. During the climb Shien Non Shei became quite thirsty and while he was feeling thirsty a leaf drifted onto his foot. He picked this leaf up and twisted the leaf with his fingers. The juice of the leaf went on to his fingers and he tasted the juice with his tongue. The taste of the juice of

the leaf was quite bitter, so Shien Non Shei felt that this leaf could have medicinal properties and could help quench thirst, when brewed. Thus, according to legend he was the first individual to drink tea and it did prove to have properties The first written reference of tea made and consumed appeared in 350 A.D. Kuo P’o’ updated an old Chinese dictionary to include the description of tea as “a beverage made from boiled leaves.” Tea during this time was made of leaves boiled in water with ginger, orange or other produce added

16 to it. Although tea was mostly consumed for medicinal purposes to treat digestive and nervous conditions, people living in the interior part of China pressed tea into brick “currency” to barter with other tribes. From 350 to 600 A.D., the demand for tea dramatically increased and outstripped the supply of wild tea trees. Farmers began to grow tea plants in the Szechwan district, but soon tea cultivation had spread throughout China. In the western world tea was brought first to the notice of the Europeans in the mid of the 16th century by Ramusio, the famous Venetian writer on travels and voyages. The first public sale of tea in England was conducted by one Thomas Garway in 1657. To describe the history of tea cultivation in India around

1774 Warren Hastings sent a selection of China seeds to George Bogle, the then British emissary in Bhutan for planting the same in Bhutan. But nothing seemed to have come out of this experiment. In 1776, Sir Joseph Banks, the great English Botanist, was asked to prepare a series of notes and it was recommended by him to undertake the cultivation of tea in India. In 1780, Robert Kyd experimented with tea cultivation in India with seeds, the consignment of which was stated to have arrived from China. A few decades later it was Robrt Bruce in 1823 discovered tea plants growing wild in Upper Brahmaputra valley. In May 1838 the first Indian tea from Assam was sent to England for public sale till date where it has been one of the largest industry. of the country.

TYPES OF TEA Even though all teas come from only one species, there are four major varieties depending on the climatic conditions as listed below: The Chinese variety: Small leaves and generally thrives at higher attitudes. The Indian variety: Larger leaves and generally thrives at lower attitudes

The Japanese variety: Japanese tea like ‘sencha’ or ‘gyokuro’ are one of the most popular and favourite varieties. The Hybrid variety: Kind of in-between the Chinese and Indian variety. Along with these, the tea in Indian variety yet has a regionspecific variety within like Assam, Darjeeling, Nilgiri, etc.

Tea ( from left to right): White, Green, Oolong, Black, Pu erh.

(Photo courtesy: Lin Pernille Photography)

Based on the methods of processing and treatments, there are five major types of tea:

has up to three times as much caffeine in it than the other varieties of teas.

Green Tea is pan fried or steamed to prevent the leaves from oxidizing or fermenting.

White Tea is quite rare and is made from the white buds of the tea plant as opposed to the green tea leaves. It is a clear white color and much finer.

Oolong Teas are the most expensive because they are semi-fermented and made in a more elaborate method. The colour of this tea is usually a light yellow. Black Tea is the strongest tea of them all the the type we are most used to drinking in the west. It is fully fermented and

Pu Erh Tea is chinese tea that has been fermented twice and then left to grow mold on it. It is said to have very strong medical properties. The other types of teas that can be listed are the flavored teas, herbal teas and etc.

Photo courtesy:oneworldmj, www.flickr.com)

HEALTH BENEFITS Scientists and even our parents and grandparents all talk about the health benefits that come from drinking tea. Many of us have the general idea that tea is good for us but don’t really know what it specifically does. It is also good to know that different types of tea have different effects on the body. Here are some health benefits of tea: Tea is an anti-cancer plant If one drinks about four cups of tea a day, one is up to 60% less likely to get cancer thanks to the antioxidants in tea leaves. Tea boosts your brain One of the notable effects of tea is that it helps you concentrate and focus. This effect is said to be due to the amino acid Ltheanine which gets absorbed in your gut and travels in the blood to your brain. This results in a more awake you! But unlike the hyper effect of coffee, the tea has a calming effect that keeps you awake without over stimulating or without any much of side-effects unlike others.

Tea helps you fight off illness Tea is a very strong immune booster along with the anti-oxidants. Those people who drink tea on a regular basis are more immune to the cold or flu and other infections. Tea beats stress A cup of tea helps you fight the physical signs of stress by reducing the stress hormone in your body. Tea can help you lose weight Tea can boost one’s metabolism and helps you lose weight. Drinking a few cups of green tea (without the sugar) can have a really good effect. Other than these, tea help fight against flu, heart disease, high blood pressure, parkinson’s disease, oral diseases, cognitive impairment and also has effects on HIV, obstructive sleep apnea-related brain deficits, bacterial and fungal infections, IBD and etc. It also possess prominent anti-venom and antidepressant properties.

EXTRAORDINARY USES OF TEA Other than just being an amazing beverage, tea can be used for a lot many things. Here I have listed down some of them. AT HOME Tea can tenderize tough meat Marinating meat in regular black tea with brown sugar in it can make even the toughest cuts of meat melt in mouth. Tea can be used to clean Freshly brewed tea is great for cleaning wood furniture and floors. Tea can create antique fashions Soaking white lace or garments in tea can give your material a sepia look. The longer it is soaked, the darker the shade is. Tea can shine your mirrors Dampening a soft cloth in the tea and wiping it all over the surface of a mirror and later buffing with a soft, dry cloth can give a sparkle and shine, streakfree effect. Tea can control dust Sprinkling wet tea leaves over the fireplace can keep dust from rising from the ashes when you clean the place.

Tea can perfume a sachet Using dried herbal tea from the used tea bags as stuffing for the sachet can add to the perfume. IN THE GARDEN Tea can give roses a boost Sprinkling new or used tea leaves (loose or in tea bags) around rosebushes and covering with mulch can give them a boost. When the plants are watered, the nutrients from the tea will be released into the soil, spurring growth. Tea can feed your ferns Adding brewed tea when watering the plants or adding wet tea leaves into the soil around the ferns and other acid loving houseplants, can give them a lush, luxuriant look. Tea can prepare planter for potting Placing a few used tea bags on top of the drainage layer at the bottom of the planter before potting is great for the soil and hence the plant. The tea bags will retain water and leach nutrients to the soil. Enhance your compost pile Pouring a few cups of strongly brewed tea into the heap, can speed up the decomposition

20 process and enrich compost. The liquid tea will hasten decomposition and draw acidproducing bacteria, creating desirable acid-rich compost. FOR YOU Tea Cools sunburned skin A few wet tea bags applied to the affected skin will take out the sting. This works well for other types of minor burns (i.e., from a teapot or steam iron) too. Tea relieves tired eyes It revitalize tired, achy, or puffy eyes. Soak two tea bags in warm water and place them over closed eyes for 20 minutes. The tannins in the tea act to reduce puffiness and soothe tired eyes. Tea reduces razor burn Applying a wet tea bag on razor burn, painful nicks and cuts, can relieve you from the pain and soothe the skin. Tea can get the gray out Tea can turn gray hair dark again. Using steeped tea bags in 1 cup of boiling water with 1 teaspoon each of rosemary and sage after shampooing hair can make get a natural and herbal dye for hair.

Tea can condition dry hair Rinsing hair with freshly brewed unsweetened tea can give a natural shine to dry hair. Tea can drain a boil Covering a boil with a wet tea bag overnight can drain the boil by the morning. Tea can soothe bleeding gums Pressing a wet tea bag directly on the pulled tooth area can soothe bleeding gums. Tannin in tea helps soothe injection pain Wetting a tea bag and placing it over the site of injection shot can soothe the soreness. It can be used for babies also. Tea can soothe rash Dabbing a cotton dipped in tea on the affected area can soothe and dry a weepy poison ivy rash. Tea can stop foot odor Soaking feet daily in strongly brewed tea can put an end to the smelly feet. Tea can ease toothache Rinsing mouth with a cup of hot peppermint tea mixed with a pinch or two of salt can ease toothache.

Right: Flowering tea (Photo courtesy: Herbert Bishko, Israel, http://roniti.com/green_tea/index.html)

WHAT DIFFERENT PEOPLE SAY? tea is cheap

i am addicted to caffeine booz hmm... hmm... i like coffee not tea hmm... not tea because coffee has coffee is easier to make more options than tea

tea is not cool i love water

tea is good but i like coffee morehmn... not tea

tea does not have a cool place to hang out

tea is not good for health hmm...

hmm...

its old-fashioned

hmmmm...

tea doesn’t suit my personality hm. hm. i like tea tea is a poor man’s drink, atleast coffee has standards

thanda matlab coca cola... cokehmm... is cool hmmmm... rain and hot coffee just makes the day

hm.

i love tea

once in a while is fine hmmmm... hmmmm... hmmmm...hmmmm... hm. hm. hmmmm...

hmm...

hmm... hm.

hmm... hm. hm. hm.

hm.

hmn.... Tea !

SO PEOPLE DO NOT LIKE TEA BECAUSE... I talked to many people randomly discussing tea. On the left are some of the usual statements I got from people. Analysing this, I have listed down some points that I felt has a scope of change, in general and through this project.

So tea is losing its popularity among the youths because • they do not find it cool and trendy. • tea does not have more of options. • tea is not easy to make. • there are myths about tea not being good for health. • it lacks proper promotion. • there are not many tea-rooms like coffee bars.

CASE STUDIES

Case studies always gives a view of the present scenario, already done work and the competition in the market. It can help us to understand our target audience better hence, help us reach them better. For this project, I am studied major tea brands in Indian market to get an idea of the success and failure of their promotional campaigns, strategies and advertisements.

TATA TEA In 2007, Tata Tea launched the campaign Jaago Re! The campaign was extended into 2008. In 2009, their campaign revolve around the issue of corruption with a new adline â&#x20AC;&#x2DC;Ab Se Khilana Bandh, Pilana Shuruâ&#x20AC;&#x2122;. Most of the respondents were ready for change either for taste or by being influenced by ad campaigns. The Jaago Re campaign was well appreciated by most people. Moreover, the campaign helped Tata Tea in increasing their sales by almost

20% of the market share. Also, the campaign helped in making the Tata Tea brand a much more socially appreciated brand. Tata Tea was a decently respected company before the inception of the Jaago Re campaign back in 2009. After the campaign; they have become much more respected as a socially responsible brand which is working for the betterment of India. This has helped the company in terms of both sales and the image of the brand in the country.

Tata tea logo and the Jaago Re Campaign logo

Jaago Re Campaign Posters, (http://www.jaagore.com/)

TEA BOARD OF INDIA In 2008, the Tea Board of India initiated a tea promotion campaign under the overall support from the tea associations of India and a special Tea Promotion Campaign Committee (TPCC). A media plan was chalked out incorporating a series of ad films and TV campaigns broadcast across major electronic channels and cinema theatres and etc. The ad films were conceptualised and produced with a shift

Different logos of Tea Board of India, varying with the regions

in the focus from previous tea brand promotion films towards a healthy lifestyle targeting the youth. The analysis of the research was aimed to study the extent of awareness of tea and its health benefits, its image, consumption levels amongst consumers before and after the impact of the TV films. The print ads were greatly made and was quite attention seeking hence promoting tea and tea board successfully.

Tea Board of India Ad Campaign

OTHER CAMPAIGNS Other than these major ad campaigns in India, other brands like Lipton, Broke Bond Red Label, Brooke Bond Taj Mahal, Himalaya Healthcare, Waghbakri Chai, etc. are also great to observe to understand how well they have been able to connect to their audiences. Logos of other major tea brands in India

Lipton of Unilever as a brand has always been consumer centric and has focused on its regional customers by taking up the culture of the same region to be the subject of any campaign. Brooke Bond Red Label of Unilever again has always given most of its importance to health, leading campaigns targeted to health freaks, old people and children and has been quite successful in its try. Brooke Bond Taj Mahal as its name concentrates on, it has been focusing on one of the seven wonders of the world from India, i.e. Taj Mahal. Hence, it has got its strategic publicity starting from the naming itself,. Wagh bakri Chai is also a leading brand of tea in India, and also works by focusing each region as separate target hence reaching more people. Himalaya Healthcare has as a part of the brand repositioning, has re-launched its series of tea in new packaging and great ad campaign and has been quite successful till now with its promotional and ad campaign.

Lipton Tea Ad Campaign

Brooke Bond Tea Ad Campaign

Wagh bakri Chai Ad Campaign

Himalaya Healthcare Tea Ad Campaign

DEFINING MY AUDIENCE

AGE GROUP AND OCCUPATION

Understanding target audience, I believe is the most important part of any design project. And that is what that draws a line between art and design. Here I tried to categorise my audience into age group and according to their occupation.

AGE GROUP & OCCUPATION AGE GROUP

OCCUPATION

My target audience are the Indian youth of the present generation and the age group I am looking at is 18-35 years.

By occupation my audience will fall into the following four main categories: Category 1 - Students Category 2 - Job holders Category 3 - Creative Bunch Category 4 - House wives

EXPLORATION STAGES

STAGE 1 (BIRD’S VIEW) | STAGE 2 (MORE FOCUSSED) | STAGE 3 (EAGLE’S VIEW)

At this stage, I explored with tea overall to understand its properties that can add value to itself when it reaches its audience. Along with the same outlining my end deliverables and framing the basic strategies for the same also was in my focus.

STAGE-1 (from a birdâ&#x20AC;&#x2122;s eye point of view)

WORK

UNDERSTANDING

I started exploring all usage of tea. I tried tea tie and dye, tea paintings, paper dyes, easy homemade tea bags through origami, tasseography, recipes of tea and etc. I also tried extending the idea of tea being used as a dye and tried making ink out of it both for screen printing and normal use. Though my experiment for the screen printing ink, did not turn out to be very useful but I really enjoyed experimenting with materials and properties with an understanding of their physical & chemical properties.

After exploring all these, I felt the idea of making diary/ journal was not making much sense. It looked very small in comparision to the larger view of the need of the promotion. So I extended the idea to making of a promotional package with all these explored usage, along with information brochure, and a set of calendar. And proceeded on to it.

Tea staining and treatment (Photograph by Nitasha Sarangi)

Tea stained clothes- when tied and opened (Photograph by Nitasha Sarangi)

The experimental tea inks. ( first and second, for screen printing and for daily use, respectively)

Right: Chai break to â&#x20AC;&#x2DC;enchaiâ&#x20AC;&#x2122;. (Photograph by Nitasha Sarangi)

STAGE-2 (more focussed view)

WORK

UNDERSTANDING

After my last stage of exploration and realisation that a journal wont just work, I moved into the promotional package of materials. In this stage I focussed mainly into calendar making. So I made some illustrations relating it to tea.

After I did the illustrations and ideations and strategies for the promotional package, I realised, it was even too less to solve an issue like that of tea. It needed a bigger promotion. And in the later stage I worked on the strategies and planning for a better solution for the better promotion of tea.

Calendar illustrations (tea and biscuit)

Calendar illustrations (different themes for different illustrations)

STAGE-3 (a broader yet focussed view)

WORK

UNDERSTANDING

The main organisation in the matters of tea in India is Tea Board of India. A solution to lift their economy and sell their product can bring the tea industry out of the crisis and give a better life to the tea pickers. Here, my focus was broad yet solving macro problems to a great deal. I would say it was an ‘eagle’s eye point of view’.

The strategies and planning that I made in this step were a lot more valid than before and at the end, served more than I had thought. Here I thought of making a tea museum of Tea Board of India and later I reached to a stage it became a concept cafe. Here it started with a process of understanding tea board of india.

Tea board of India, Kolkata and its location on map (images from google images and google map)

MY JOUR NEY TO THE FINALS

Here at this stage, I started up with understanding the Tea Board of India. My initial plan was to develop a museum concept for Tea Board but later the idea grew into a concept cafe ‘EXHIBICAFE’. So it is Indian Tea Board Exhibicafe. Strategies and plannings were done along with the developing concept later identity and applications and promotional mediums were thought of by me.

INDIAN TEA BOARD EXHIBICAFE (plannings and strategies) ITBE

IN DETAIL

INDIAN TEA BOARD EXHIBICAFE A concept â&#x20AC;&#x2DC;Exhibicafeâ&#x20AC;&#x2122;, that tea board can invest in. It will be more like an one time investment and later the funds and materials can be generated at a very cheaper price with the strategies involved It will be a cafe with - food and beverages related to tea - exhibition of materials and information - sell of tea products - tea library - guided tours to the nearby tea fields, etc.

The concept area is a combination of cafe and museum/ exhibition. - The library can be fully accessed by yearly membership plans. - The store will be open to all. - There will be an audio-visual room along with detailed information,who wants to know more about tea. - Inside the cafe there will be a dvertisements of different tea brands of India displayed on screen, that can help tea board to get a sponsorship. Hence, at the end, it will be o ne-time i nvestment a nd a se condarye arnings olution for the tea board all year round, while serving food, products and information to

52 the people and through sponsorships. This place will also deliver employment to many (can include family members of tea pickers) and hence improving the tea economy. The life of the tea pickers will be improved and the viscous fmaily circle of getting into the occupation of tea (even without interest can also be broken with these strategies as the children of the tea pickers now ill get a chance for better and higher edication along with an upliftment in their life.

SOME MORE STRATEGIES - the graphics done for every thing can be done in a way to minimize cost in the long run. - there can be many promotional items of the samethat can be manuallydone by labours. - illustrations for the promo tional items like postcards, can be renewed time to time by conducting local contests. - for the packaging of the products to be sold, It can have the basic minimum primary packaging.

MY DELIVERABLES

ITBE would need a new identity, applications of the identity, promotional materials, etc. My focus was mainly for the promotion and large graphics for the area.Finally in this project, I have mainly explored styles for the environmental graphics of the exhibicafe (wall and glass graphics) and promotion of the same outside, in forms of hoardings.

DELIVERABLES - identity - applications of the identity - environmental graphics style ( for wall and glass) - hoardings and billboard - promtoional product ideas

IDENTITY

I started up with exploring with visuals, playing around with the alphabet tea, the images of tea cups and with the abbreviation i.e. ITBE and etc. My main focus was to make the identity so that the youth can connect. Also because the ITBE will belong to tea board there should be a similiarity with the identity of the tea board and other governmental organisation. For example, usually all the government related indentities are made inside a circular area. So, that was always there in the back of my head while exploring but I was always open to other kinds also.

Initial visual explorations for the identity

Visual exploration phase-2

RD FE

One of the options for the identity

INDIAN TEA BOARD EXHIBICAFE

Later development of the identity from the option refined before

Symbol and logotype placement explorations

Final identity

INDIAN TEA BOARD

EXHIBICAFE

APPLICATIONS

For applications I started up with visiting card, letterhead and envelope, later I explored with bags, tags, and stamp.

Application: visiting cards

Application: visiting card, letterhead, envelope and tag

Application: bags and stamps

LARGE GRAPHICS

After my internship, I had started to understand tips, tricks and techniques of large graphics. I had finally come to believe, ‘size matters’. There can never be any universal graphics for both large and small graphics. hence I worked on the basic applications that was mainly small and day to day graphics and large graphics, which is even more commonly found around us. The basic objective in both the cases always being constant i.e. ‘promotion of tea’.

ENVIRONMENTAL GRAPHICS For environmental graphics, I explored on to the theme of tea in the field, tea for people, tea from day to night and in day to day life, etc. Based on my knowledge from the previous experiences of my internship in the domain of environmental graphics and large graphics, I did the illustrations for the walls and the glasses. Later I also did the promotional large graphics for the streets.

Wall graphics exploration

Wall graphics explorations

Glass graphics explorations (material: etched vinyl, technique: peel off)

white parts are peel off and empty

HOARDINGS

For hoardings, my main focus was promotion, hence I worked on some systems and strategies for the same. Here again the knowledge of the large graphics from the internship helped me to understand the typographic values and visuals for the size as large as a hoarding on a street for people mainly in motion.

Hoardings explorations and strategies (option 1)

Revive YOUR ENERGY Phase 1

Renovate YOUR PASSION Phase 2

Rediscover YOUR TALENT Phase 3

Final Phase

Revive. Renovate. Rediscover. . YOURSELF with a smart cup of tea at ITBE INDIAN TEA BOARD

EXHIBICAFE

Hoardings explorations and strategies (option 2)

Stimulating Red ?

Phase 1

Refreshing Green ? Phase 2

Warming Yellow ? Phase 3

Final Phase

What colour is your tea today ? discover it at ITBE INDIAN TEA BOARD

EXHIBICAFE

FINAL DELIVERABLES • IDENTITY • APPLICATIONS (VISITING CARD, LETTERHEAD, ENVELOPE, TAGS, BAGS, STAMPS) • ENVIRONMENTAL GRAPHICS (WALL AND GLASS) • HOARDINGS

INDIAN TEA BOARD

EXHIBICAFE

Final identity

Applications all together

Superimposed wall graphics on a dummy space. Artwork in the coming spread.

Superimposed wall and glass graphics on a dummy space. Glass artwork in the coming spreads

DRINK

TEA AND DRIVE ! INDIAN TEA BOARD

EXHIBICAFE

Top: Final hoarding. Right: The artwork superimposed on the boards on street. (street images taken from google images)

BIBLIOGRAPHY Tokunaga, Mutsuko and Pettigrew, Jane, New Tastes in Green Tea. USA: Kodansha 2004. Ukra, Mark and Kolberg, Sharyn. The Ultimate Tea Diet. Collins Living, 2007 Griffiths, Percival. Tea: The Drink that changed the World. London: Carlton Publishing, 2007 Griffiths, Percival. The history of the Indian tea industry. London, : Weidenfeld and Nicolson,, 1970

WEBLIOGRAPHY Punjabnewsline. “Tea losing popularity among youngsters.” Last modified March 15, 2011. http:// punjabnewsline.com/content/tea-losing-popularity-among-youngsters/25162 Teaboard. “Tea Board of India” Last modified September 24, 2011. http://www.teaboard.gov.in/ Warmthoftea. “The history of tea in India.” Last modified May 15, 2011. http://www.warmthoftea. com/blog/the-history-of-tea-in-india Insani-tea. “The colour of magic.” Last modified May 20, 2011. http://insani-tea.blogspot.com/ Insani-tea. “The colour of magic.” Last modified May 20, 2011. http://insani-tea.blogspot.com/ Tea masters blog. “The tea jar magic trick.” Last modified May 20,2011. http://teamasters.blogspot. com/ Wissotzky Tea. “Proffessional tea tasting.” Last modified May 24th 2011. http://www.wtea.com/abouttea_tasting.aspx World tea news. “World tea news” Lsat modified August 28, 2011. http://www.worldteanews.com/

ACKNOWLEDGEMENT This project started with a very intention of promotion of tea. While the objective of the project remained the same throughout the duration of the project, the application of graphic design and its execution varied few times. All this while, my Guide Immanuel Suresh has been very supportive and has always given an insightful view on the topic, whenever discussed. I am really grateful to him for all the inspirations and encouragements. A big thank to Mr. Tarun Deep Girdher and Mr. Rupesh Vyas for their insightful overview on the topic of my project at the initial stages. I wish to thank all the people inside and outside NID and all chai walas, with whom I interacted during the project. Thanks to all the friends and batchmates who have given me invaluable advice and feedback, all through the project. I would also like to thank Mr. M. P. Hariharan and Jaspriya Sahmey for helping me understand the essence of large graphics during my internship, which was very helpful for this project. Last but not the least, my parents and family and Akash deserve a special mention for being around and supportive all through the time.

Right: Rain + tea = bliss (Photograph by Nitasha Sarangi)