Boh Tea PassionFruit Orange // Revamp by Rachel CSP

BOH TEA Rachel Cheng Siow Pheng Packaging January 2016

About Boh > About the Company > Boh Products And Shop > Boh Packaging > Packaging Objective

Research > Competitors > Interview

Content

Page Number

1 2 3 4 5-6 7 8-9 10-11

Brand

12 13-14 15 16 17 18 19-20 21

Form

22 23-24 25-29

> Mind Mapping > Key Attribute > Concept Statement > Target Audience > MoodBoard > Logo Development > Color & Final Logo

> Form Development > Graphic Application

Conclusion > Final Packaging

30 31

About BOH

About the Company About the Company Up till today, BOH Plantation has expanded to three tea garden, which is the first garden n Habu, Fairlie Tea Garden and Sungai Palas Tea Garden. In order to guarentee the freshness of its tea products, BOH Plantations has set up a packaging factory near its main garden. Boh tea products are currently available both in domestic and in the international markets. Boh Plantation (BOH) was established by J.A. Russel, a British businessman during the colonial era in Malaya on 1929. Despite of the world-wide Great Depression at that time, Russel was optimistic in the tea plantation business due to the many demand in this industry. As the result of his hardwork and determination, he was granted of his application to a concession of land to build his first tea garden in Habu, Cameron Highlands.

Boh Products Boh Products And Shop And Shop Boh Tea is the largest manufacturer of Black Tea and No. 1 preferred brand in Malaysia. It offers a variety of tea such as Tea Leaves, Garden Teas, Cameronion Gold Blend, Seri Songket Series Tea, Herb & Fruit Infusions Tea, Ice Tea, Tea Mix, Teh Tarik Kurang Manis and Cham.

There is a BOH shop right next to the cafe in Cameron Highlands, where the vast array of teas are displayed for guests to purchase. There are also souvenirs such as key chains available. During festive seasons, gift sets are available too.

Boh Packaging Boh Packaging Boh Tea uses different types of packaging, some being in a canister, some in a bag, depending on the flavour of that paticular tea.

Garden Tea Series: placed in a decorative canister with different designs based on its flavour (left). On the right is the Corporate Pewter Gift Set, which is a Beautifully Crafted Pewter Tea Caddy and Spoons.

Boh Ice Tea: Packaged in a pouch with a

Boh Tea Leaves: Packed in

zip-lock and not to forget its new look,

aluminium laminated packets

giving it a more refreshing zest that is

to ensure that no moisture

definitely thirst quenching.

penetrates the contents.

Boh Gift Set (right): Seri Songket Series: placed in a decorative box (left) and canister (right), with designs that defines the uniqueness and beauty of Songket, which is a fabric that is hand-woven in silk or cotton, and intricately patterned with gold or silver threads.

Packed with the entire collection of Boh Tea in teabags,Bohâ&#x20AC;&#x2122;s gift set is placed in a wooden box, with the logo stamped both in front and inside the box cover.

Packaging Packaging ObjectiveObjective The product that I will focus on is BOH Alternative Tea. It is a range of non-traditional tea, providing a refreshing selection of fruit infusions, herb infusions and green tea. I have chosen the Passionfruit Orange flavour from these series, as it provides a bold contrast of tropical passionfruit with juicy oranges, offering a refreshing brew for any time of the day.

One of the major stregths of BOH is that it produces a vast variety of products, with different taste and flavours, catering to people of all ages, be it young and old, encouraging them to sit back and indulge in the “Ummph” of their tea. Each products serves different purposes, some providing a calming relaxing effect, a revitalizing mind and body while some others providing a cooling effect, resulting in a clear mind and refreshed spirit.

On the contrary, one of the downside of BOH is that the market is flooded with tea products from numerous manufacturers. Competitors, (namely Lipton, Twining, Nestea, etc) , are seemingly pushing their products into the market, overshadowing BOH’s market share.

Packaging Packaging ObjectiveObjective Eventhough BOH tea is the largest manufacturer of Black Tea and is a well known No. 1 preferred brand in Malaysia, however, with the many competitors penetrating the market and introducing more and more new tea products today, it has been a struggle to compete among each other, each screaming and shouting for consumers attention. One of the ways to improve this is to work on BOH’s packaging. The current packaging (as seen on the right) is not as attractive in terms of the color, specially the green and yellow background doesn’t make the product standout. It doesn’t seem to scream “Buy me!”, people might just walk pass and not even bother to lift the product up. A revamp of the packaging will be done on the Alternative Tea, Passionfruit Orange Flavour. This revamp aims to attract people’s attention as well as to expose to more people of this particular series, the Alternative tea, with the selection of herb and infusion tea. Figure 1.0: The Alternative Series (from top, clockwise)- Camomile, Jasmine Green Tea, Peppermint, Lemon Myrtle, Strawberry Raspberry and Passion Fruit Orange.

Figure 1.1: The current packaging of the Alternative Series - Passion Fruit Orange.

Research

Competitors Competitors

Lipton tea is one of the largest manufacturer of tea in the world, belonging to Unilever. The company was named after its founder, Thomas Lipton. Lipton offers an array of tea-based drinks, from leaf tea to tea bags, Lipton Ice Tea soft drinks, zero calorie infusions and healthy green tea.

Competitors Competitors Dilmah is a Ceylon tea brand in Australia. The company was founded by Merrill J Fernando during 1974. The name Dilmah is the combination of the first names of Fernando's sons Dilhan and Malik.

Twinings is a English marketer for tea, based in Andover, Hampshire. The brand is owned by Associated British Foods since 1964. The founder of Twinings, Thomas Twining, turned a little-known drink into the nationâ&#x20AC;&#x2122;s favourtie hot beverage through his passion. Twinings offers a wide variety of teas, such as their Signature Blends (i.e. sweet berry fusion, perfect afternoon..), Earl Grey tea, as well as English breakfast tea.

Interview Interview Ho Wei Ting

Teoh Wah Kin

Female

Male

24 years old

26 years old

Malaysian

“Zen. Thats how I describe my feeling right after a cup of tea.” “Drinking tea helps me to relieve stress and keeps me calm specially when I’m working. ”

“I would definitely prefer tea to coffee, as tea makes me feel more calm and relaxed, plus, its definely more healthy!”

“If the packaging is interesting, I will definitely consider buying that product, just to give it a try.”

“When I get really stressed up at work, I would just get up, walk to the pantry, and make myself a cup of tea to calm myself down. ”

107

Interview Interview Nicole Fong

Zoey Yang

Female

25 years old

30 years old

Australian

China

“I love tea! Every single sip of tea is so revitalizing!”

“Cleansed. Satisfied. Fulfilled. ”

“Having a cup of tea during tea breaks makes me feel refreshed and ready

“I always feel cleansed after a cup of tea, and all those oily kind of feel all

to get back to work!”

gone.”

“Before I buy a product, I do look at their packaging, and see whether it

“Packaging counts for very little when it comes to choosing what tea to buy.

catches my attention or not. If not, honestly, I wouldn’t even look at it.”

The quality of the tea is more important for me, and even better, when it comes with a promotion.”

Brand

Mind Mapping Mind mapping - Idea generation

Selection from Boh Tea Collection

Mind Mapping Mind mapping - Idea generation

Selection of â&#x20AC;&#x153;Boh Alternative Teaâ&#x20AC;?

Key Attribute Key Attribute

Calm Relax Refreshing Satisfied Quench Happy

Calm

Relax

Refreshing

Peace Quietness Calmness Serenity Tranquility Peacefulness Coolness Patience Silent

Unwind Calm down Rest Cool off Ease off Knock off Recline Let go Lighten up

Revive Enliven Invigorate Restore Rejuvenate Revitalize Exhilarate Replenish Recharge

Satisfied

Quench

Happy

Content Fulfill Delight Entertain Appease Amuse Gratify Placate Quench

Satisfy Sate Gratify Lighten Relieve Content Appease Cool Alleviate

Content Joy Glad Pleased Cheer Delighted Blissful Jubilant Overjoyed

Concept statementSMP Concept StatementSMP Based on research online, many has proven that tea can help people to achive a calming and refreshing effect, significantly reducing one’s anxiety levels after having gone through a stressful time. This kind of situation can be seen in many of our young adults today, where many are suffering from stress from work, working overtime and spending so much of time mainly in front of the computer.

Thus, the SMP of BOH is “Refreshment in cup”.

Target Audience target Audience The target audience will be young adults who are working, those that ages between

Bohâ&#x20AC;&#x2122;s target audience has a fun and bubbly personality, loves to go out and venture

25-35 to help give a refreshing effect after drinking the tea, as well as to help them

out for some fun and challenges. They love travelling, grabbing every single

relax and have a clear mind in the midst of their hectic stressed up work.

oppourtunity to go for a holiday whenever its a holiday. They love shopping and hanging out with friends every weekend, just for a cup of tea or coffee. They love

Angeline Chen Female

taking pictures (either with their phone or polaroid) and keeping them for memories.

27 years old Malaysian

Angeline has a happy-go lucky personality, bringing joy to everyone in the family as well as her friends and colleugues in her work place. During work, she and her colleugues often have a tea break, trying different brands of tea as they love teas.

Friends Quench

Destress

Invigorate

Healthy Calm

Refresh

Leaves

Cool

Relax

Happy

Peaceful Serene

Love Indulge

Sat i s fact i o n

Joy

Cleansed

Cravings

Freedom

Tea

Break

MoodBoard MoodBoard

Logo Development Logo Development

Phase 1 Logo Variation Sketches & Typeface

Logo Development Logo Development

Phase 1 Refinement of Ideas

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Color Color

Final Logo Final Logo

Primary Colors

Secondary Colors

BOH - Est. 1927 -

Form

Form Development Form Development

Phase 1 Ideas sketches

Form Development Form Development

Phase 2 Mock Up

The tea bags are placed inside each of the flaps of the round 3D passion and orange fruit. Each flap is preforated where one has to tear the preforated part in order to get the tea bag. This allows consumers a fun way to unbag the tea bag while taking a break from a hard dayâ&#x20AC;&#x2122;s work. Each flap is designed with the illustrative version of the half an orange and passion fruit, emphasizing on the flavour of the product itself. The cup at the front panel is die cut, so as to allow consumers to have a look at whats inside.

Graphic Application Graphic Application

Front Panel Sketches

Graphic Application Graphic Application

Front Panel Design

Graphic Application Graphic Application

Front Panel Design

Graphic Application Graphic Application

Refinement of Final Design Front Panel Design

Final 3 Design

BOH Est. 1927

Passion Fruit Orange flavour

Final Front Panel Design

15 bags Net wt 30g (1.06oz)

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Graphic Application Graphic Application BOH

Final Square Box Layout & Illustrative Passion and Orange Fruit

PassionFruit Orange flavour

Est. 1927

34% Apple Bits 24% Rosehip Peels

3% Flavouring

IN GR ED

IE NTS

1. Pour fresh boiling water onto 1 bag in a cup.

39% Hibiscus Flowers

Pr ep ar

at io n

- Est. 1927 -

BOH

Email: info@boh.com.my http://www.boh.com.my 11 JUN 2018

Best Before:

Store in a dry and cool place.

2. Infuse for a few minutes and enjoy!

For enquiries, please write to: PERKHIDMATAN PELANGGAN BOH (BOH CONSUMER SERVICES) P.O.Box 10245, 50708 Kuala Lumpur, Malaysia.

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FRUIT INFUSIONS A potpourri of luscious fruit pieces, aromatic flowers and peels flavoured with delicious essences. An enlivening and delightful alternative to traditional beverages for today’s hectic lifestyles.

Packed in Malaysia by: BOH PLANTATIONS SDN. BHD., No. 9, Persiaran Hampshire, 50450 Kuala Lumpur, Malaysia.

15 bags Net wt 30g (1.06oz)

Refreshing and Rejuvenating

Conclusion

Final Packaging Final Packaging

Front Panel Sketches

BOH - Est. 1927 Thank you.