Product Identity Bigelow Green Tea Redesign
Project Statement Background: Bigelow was founded in 1945 and it looks like their product design hasn’t changed since. Part of their mission statement is good flavor and product freshness. It’s time that their package exemplifies that too. Target Audience: The current consumers are not the target. They are already faithful to the brand. With the new fresh look we will be targeting a younger audience of females 18-30 and males 20- 30. Objectives: The objectives are to appeal to a younger audience while keeping the current consumers. Obstacles: Losing current consumers to the new look. Key Benefit: The new package and design will help defferenciate itself from the competitors. The angled shape will also give the product better visability while on the shelf.
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Bigelow is pleased to share the fact that this box, bag, string and tag are made from sustainable (renewable) resources and are 100% biodegradeable.