Taj Tea bag Gift Packaging
taj tea bag gift packaging Place of Internship: DY Works Internal mentor: Niren Parsai External Mentor: Anirudh Singh Presentation by: Shruti Thakkar (10050221159)
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ACKNOWLEDGEMENT Firstly, I would like to thank Symbiosis Institute of Design to give me this oppotunity to work on a project like this. I would like to thank the director, Vinay Mundada for all the support that he provided. Secondly I would like to thank my mentor, Mr. Niren Parsai for guiding me throughout the project. I would also like to thank the other faculty of Symbiosis Institute of Design for they guided me whenever I needed direction. A special mention to Alpana Parida, the President of DY Works and Rekha Pamani-Gulati, the COO of DY Works for giving me the opportunity to work at DY Works and for being a guidance throughout. This project wouldn’t have been possible without my mentor at DY Works, Mr. Anirudh Singh, the Associate Creative Director at DY Works for the step-bystep guidance and complete support in everything that I was supposed to do for my degree peoject. I would also like to thank Imran Patel, the Sr. Creative Group Head at DY Works for guiding me in my project. Also, I would like to show my gratitude to my collegues, Sowmiya, Sneha, Prayes and everyone else at DY Works for helping me in every way possible and for answering all my questions. They have also helped me learn new softwares and been patient teachers throughout. I also would like to thank Pranav and Ruth for helping me get the content and work together. Lastly, I would like to show my sincere gratitude to my ever-loving family for being supportive throughout.
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contents • • • • • • • • • • • • • • • • • •
DY Works Brief from client Design process Gifting Tea Brand Study Product Study Reatil Environment STudy User Research Material Research Inference Design Directions Concept Sketches Engineering Drawing CAD Models Mock ups Package graphics and visual language Bibliography
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Firm and the Brands
DY Works (DMA Yellow Works) W is India’s oldest and largest brand strategy and brand design firm that uses semiotics to both, decode markets and consumers and encode brands through design. DY Works builds brands rooted in culture.
BRANDS
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THE TEAM
Alpana Parida President A graduate of IIM(A) ’85 and St. Stephen’s College, Economics; Alpana has experience in building and growing brands across India and the US. Our toughest critic, she believes that organizations with prima donna personalities are never scaleable. All our attitude is in our work and not necessarily in our personalities.
Devatanu Banerjee VP - Retail, IT & New Media
Dharamraj Ullagadi Sr. Associate Creative Director
Anirudh Singh Associate Creative Director
Jagpreet Singh Sandhu Associate Creative Director - Strategy
Rekha Pamani-Gulati COO Rekha is currently based in Mumbai, India. She has eighteen years of Branding and Marketing experience across both agencies and clients. In addition, Rekha is establishing a new feminine hygiene brand, pursuing her passion for simple innovation. She is currently awaiting her design and patent publication.
Lakshmi Iyer VP Marketing
Richa Panigrahi VP - Marketing
Kiran Jadhav Sr. Creative Group Head
Imran Patel Sr. Creative Group Head
Hitesh Padmashali Sr. Creative Group Head
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brief from client Initial Design Brief
To design packaging structure and graphics for tea gifting.
aims and objectives
To understand gifting as a whole and as an emerging market in India To identify the tea market and necessity of tea gifting To study the brand and the brand attributes To design a structure attractive for both, the customer and the consumer both of LSM 7+ To design an ergonomically correct mug that complements the structure To design the graphics on the structure and mug To create prototypes of the same
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design process
Consumer Research Contexual enquiry
Concept Design
Quick Mock - ups
Context Visualization
Label and Graphics CFM
Preliminary Engineering
Validation
Engineering Drawing
Prototyping Documentation
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gifting categories
gifts 1. Occasional
return gifts 2. non-occasional
• Festivals • Birthdays • Weddings, anniversaries A gift, in general, is a way of showing someone how much you appreciate them. Gifts are exchanged on different occasions like festivals, birthdays and other celebrations. Gifts are also exchanged without any occasion just as a token of appreciation or as a token of love. Gifts make the other person realise that he is special to the one presenting the gift. This brand has the same motto of making its loyal customers feel special by introducing a gifting product. This also creates an emotional connection with the customers. Inference: Festivals and celebrations warrant gifting.
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gifting evolution
Gifting as a ritual has changed over time. From limiting people from gifting only sweets, people moved on to chocolate gifting and now to various other thing including beverages, personalized gifts and salted food items. This has increased the buying power and the customer has various options of gifts to choose from. Inference: In India, gifting just sweets has become passĂŠ.
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gifting in india
Indian gifting avenues may have broadened, but a lot is still culturally intact. In fact, the affluent of take pride in sorting India exclusive goods. Be it the use of indigenous raw materials like jute or cotton to the use of elements that have been used in Indian designs for ages. Gifting in India has traditionally progressed. Inference: Use of Indian elements such as the red colour, the jute bag, gold border, cane basket will make the packaging look more Indian.
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gifting semiotics
The product must be high on gift cues like bows and ribbons to make the pack look like a unique gift pack. Along with ribbons and bows, premium gift wrapping paper or texture may be used. Gold may be used to denote qualities like royal or elite. Embossing, Varnishing may be done if the structure is made out of tin. The product may have a seal to connote that it is authentic and premium. The structure must be unique and must stand out on the shelf with an inherent giftability. The structure must look like a designer keepsake and hence be reusable.
Inference: Satin and Gold resonates directly with an elite, yet traditional zone while ribbons are directly associated with celebrations.
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gifting value perception
Perceived value is the worth that a product or service has in the mind of the consumer. The consumer’s perceived value of a product affects the price that he or she is willing to pay for it.
When a customer sees the varied options of gift packs on a shelf, his final decision as to which product to buy, is decided by various options including the budget, the perceived value, the design and the usability.
Increasing the value perception of the product increases the sale of the particular product.
Inference: Our packaging will be picked over everything else as, the packaging and look will give a better perceived value to our product.
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gifting personalization
In an era of technology-enabled mass customization, consumers increasingly expect to put their own fingerprint on the things they buy and the brands they desire. Personalization has moved from luxury to expectation. Brands add the personal element in the products to emotionally connect with the consumer. Inference: Brands cannot have the ‘one size for all’ mentality. It’s an era of personalization.
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gifting experience
This product will have a customer and a consumer. The customer is the buyer and the consumer is the end user. The product must cater to the needs of both the customer and consumer. For the customer, this product must have a highshelf throw and worth the money he is spending. It must stand out from the other gift packs. On the other hand, for the consumer, the product must have a unique opening experience and an ease in usability. Inference: The graphics and structure should create a special experience for both the customer and the consumer.
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tea different kinds of tea
• Black Tea: More oxidized than the other teas
• White tea: Lightly oxidized • Green tea: Minimal oxidation during processing
• Oolong: Letting it wither
•
•
under the strong sun and then oxidation. Time for oxidation is lesser than that of Black tea Flavoured tea: black tea blended to make most tea bags. Tea can be flavoured in large blending drums with perfumes, flavours, or essential oils Indian Chai: Made by brewing black tea with a mixture of aromatic Indian spices and herbs
Black, white, green and Oolong tea are grown and harvested primarily in China from a shrub called Camellia sinensis.
BLACK TEA
WHITE TEA
GREEN TEA
Quick! Wake me up!
Keeps you Healthy
Relieves stress
INDIAN CHAI
FLAVOURED TEA
OOLONG TEA
Want creative inspiration?
Feeling physically under the weather?
Let’s put you to sleep.
Inference: Different types of tea to cater to your various moods.
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tea Tea Production
Understanding how tea is produced will help developing the romance copy which goes in the interior of the structure and hence, the study.
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tea Tea Production in india
Assam, Meghalaya, West Bangal and Himachal Pradesh are the major Tea producing States in India. Darjeeling Tea is the one you find in North India. Assam Tea is what you will find in the North Eastern States. Nilgiri Tea is what you find in the South.
Tea producing states in India
All three regions differ in style and flavour.
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tea statistics comparison
Tea Bags : 2.5%
Even though the use of tea bags is just 2.5%, it is growing because there are more people who want tea on the go. The working group in the country is increasing and in turn increasing the number of tea bag users. Since tea bag is the growing market, and gifting is an untouched section by the brand, gifting tea bags is the most ideal thing in this situation.
Loose Tea v/s Tea Bags
Loose Tea : 97.5%
Inference: Tea bags is a growing market.
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tea tea making process
» » Good tea is not just something hot to drink. It's a beverage that is steeped in romance and ritual. Somewhere between the romance, ritual and the history extremes is a cup of tea mere mortals can enjoy. Let’s show you how! Start with water. Tap water should suffice in most situations but don’t use previously-boiled water. The more oxygen in your water, the better the tea will taste.
»
Heat the water and then pour it in your cup until 4/5th full. Leave room for milk if you wish to add some. Carefully pick a tea bag according to your taste and choice and put it in the cup. One may use more than a tea bag for mixing flavours. If sweetener is desired, place a spoon of sugar or honey into the cup and stir thoroughly.
» Let steep. Wait for three to five minutes to let tea steep—more or less depending on the type of tea you are making, and the recommended brewing time. If milk is desired, add into the cup. Drink the contents of the cup at a leisurely pace and enjoy the goodness that is tea. You might like to add some biscuits or a piece of cake on a plate along with your tea. Inference: Different people make tea differently but the basic process remains the same.
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brand INTRODUCTION Since time immemorial, the Taj Mahal has been an ode to the finest in craftsmanship – as reflected in its exquisite architecture. It is this craftsmanship that inspires our tea specialists to select the finest tea leaves to craft the exquisite blends that go into making Brooke Bond Taj Mahal teas. Taj Mahal Tea - bringing you the perfect taste of priceless tea since 1966.Their promise to you: the perfect jugalbandi of strength and exquisite flavour. For over 4 decades, Taj Mahal has been the gold standard of tea in India. It has been a pioneer of innovations in the Indian tea market – the first premium tea, first to introduce tea bags, first and only tea brand in vacuum packs or the first to usher in new formats and concepts, like instant tea (in the form of Dessert Tea).
For over 4 decades, Taj Mahal has been converting tea drinkers to tea lovers. To this end, Taj Mahal conducts tea appreciation workshops called “Taj Tea Trails”. Each session takes you on a fascinating tea journey – brewing to appreciating the finer aspects of tea. Because the experts apply the highest standards, only the finest and freshest tea leaves are selected to bring you that morning cuppa.
Taj Mahal is special because it is made from the rarest and the best tea leaves. Brooke Bond experts go through a lot of rigour to ensure that only the best, freshest and juiciest tea leaves from a thousand go into every Taj Mahal pack. Call us choosy but we want every cup of Taj Mahal to give you the perfect sensorial experience that’s one in a thousand. Taj Mahal has also brought many innovations to the Indian tea lover – the first premium tea, the first tea bags, the first tea sealed in vacuum packs to preserve its freshness. Not for nothing is it said of Taj Mahal Tea that it is ‘hazaaron mein ek’.
Inference: The brand demands qualities like unique, royal and premiumness in its products, graphics and marketing.
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brand PRODUCT RANGE
TAJ MAHAL CLASSIC
TAJ MAHAL GOLD
TAJ MAHAL NILGIRIS
TAJ MAHAL CARDAMOM
TAJ MAHAL DARJEELING
TAJ MAHAL EARL GREY
TAJ MAHAL GINGER
TAJ MAHAL LEMON
ENGLISH BREAKFAST
TAJ MAHAL MASALA
DARJEELING GREEN TEA
EARL GREY GREEN TEA
HONEY LEMON GREEN TEA
TAJ MAHAL TEA
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brand swot analysis
STRENGTH 1.Rich taste and flavor 2.Unique aroma 3.Good packaging 4.Good advertising/ brand visibility 5.Tea bag variations 6.Brand Ambassadors OPPORTUNITY 1.Corporate tie-ups/ hotel tie-ups 2.Cheaper packets for rural areas
WEAKNESS 1. Affected by moisture/storage problem THREATS 1.Competing tea brands 2.Preference for people having coffee or other beverages
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brand stp analysis
1. Segmenting is the process of dividing the market into segments based on customer characteristics and needs. 2. Targeting is selecting which segment is your strategy going to cater to.
SEGMENT
TARGET POSITIONING
People looking to make tea instantly
All people in the upper and middle class (LSM 7+) As elegant and classy as Taj Mahal
3. Positioning is creating an identity in the minds of a target market.
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brand brand guidlines
Structure:
Graphics:
For the colours, balance of the Taj Mahal blue, grey and white must be maintained. Message should be short, concise and easily understood. Brand oriented advertising for Taj Mahal that visually focuses on its characteristics. As a whole, the product must invoke the brand characteristics of premiumness, heritage and authenticity.
A rich graphic language that is inspired from the grand monument itself must be used. The iconic motifs found on and inside of the monument must be taken inspiration from. Their use symbolises the quality of craftsmanship that goes into the making of this exquisite product. Further, romanticised mnemonics can also been used to communicate the product benefits and quality.
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brand some of Taj Mahal’s old posters
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brand brand ambassador - zakir hussain The first brand ambassador, Ustaad Zakir Hussain, stood for excellence in the field of music. His accomplishments are truly spectacular. Our historic campaigns ‘Wah Taj’ and ‘hazaroon mein ek’ spoke about Ustad’s rigor and passion for the quest of perfection, which he only found in a cup of Taj Mahal.
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brand brand ambassador - saif ali khan
Then Saif Ali Khan came on board. His sophistication and refinement complimented the modern world of Taj Mahal. The nawab, instead of following his father onto the cricket field, chose a different path to success and became the nation’s heartthrob. His different approach to life perfectly matched Taj’s philosophy of alag andaaz - Of not just drinking tea, but Smelling, Seeing and Savouring each sip.
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brand brand ambassador - madhuri dixit nene
The latest to join Taj’s elite league is none other than Madhuri Dixit-Nene. While she is looked upon as Madhuri the mega star, she is equally praised for perfectly playing the role of a loving mother. This unique ability of attaining a perfect balance is the inspiration behind Taj’s latest campaign ‘Jugalbandi’, the perfect balance of strength and flavour.
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brand Competition tea category
Inference: There is a varied range of competitors in the tea category itself.
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brand Competition tea category
Inference: The main competitor is Cadbury Celebration Rich dry fruit collection.
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brand The growth–share matrix or the BCGmatrix is a chart that was created by Bruce D. Henderson for the Boston Consulting Group in 1970 to help corporations to analyze their business units, that is, their product lines. Cash cows is where company has high market share in a slow-growing industry. These units typically generate cash in excess of the amount of cash needed to maintain the business. They are to be “milked” continuously with as little investment as possible, since such investment would be wasted in an industry with low growth. Dogs, more charitably called pets, are units with low market share in a mature, slow-growing industry. Question marks or problem children are business operating in a high market growth, but having a low market share. They are a starting point for most businesses. Stars are units with a high market share in a fast-growing industry. Stars require high funding to fight competitions and maintain a growth rate.
market growth rate
positioning bcg matrix
relative market share
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product touchpoints
A Touchpoint or a contact point describes the interface of a product or the brand with its customers or users. In simple words, it means, where all will the brand be available for the customer. The gamut of places where brand will be available at are:
POS
TVC
Posters, Banners, danglers, shelf strips, headers Malls - Shelf Countertop FSU (Floor Standing Unit) POS (Point Of Sale) – One side or Four sides CDU - Counter Display Unit Taj Mahal has a vision to convert tea lovers into tea connoisseurs. To this end, Taj Mahal conducts tea appreciation workshops known as “Taj Tea Trails”. Each session takes you on a fascinating tea journey – brewing to appreciating the finer aspects of tea.
MAGAZINES FSU
TAJ TEA TRAIL POSTER
Inference: Touchpoints need to be be kept in mind while designing the product.
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product must-haves
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retail environment study 5 S Model
5s model
SCAN
SEARCH
SPOT
SEEK
SELECT
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retail environment study Foodhall@Palladium
The supermarket for gourmet food, fruits and vegetables , ready-to eat meals and snacks, beverages and dairy products plus a whole lot more can be shopped here.
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retail environment study the Bombay store
As a contemporary lifestyle store, it specialises in Indianised gifts and home products. The Bombay Store offers its customers an array of beautifully designed products such as fine tableware and luxurious home decor items, pure authentic skin care and home fragrances, silver plated accessories and a stylised range of apparels based on natural hand woven fabrics, using traditional craft skills.
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retail environment study fabindia
Fab India is India’s largest private platform for products that are made from traditional techniques, skills and hand-based processes. Fab India’s products are natural, craft based, contemporary, and affordable.
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retail environment study Dolce vita
Dolce Vita, a gourmet food store offers imported chocolates; Chinese, Italian and Thai cooking sauces; canned meats; fruits and vegetables; salad dressings; fresh and packaged cheeses; Starbucks Frappuccino, London Dairy ice cream and imported wafer and juice brands such as Burts and Kettles chips and Capri Sun and Ribena. The store also houses a deli counter, with an extensive display of imported cheeses and cold cuts, and a cafe that serves salads, soups, sandwiches, hot meals and frshly baked bread.
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retail environment study om ved
Omved is a different type of store the first of its kind in the world. So whether you’re after high quality organic spices endorsed by Eco Cert, Ayurganic - herbaldyed organic, bath and bed linen, pvc free yoga mats, non-toxic incense or 100% chemical free body, hair and face care products, we’re your natural choice.
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retail environment study archies
Archies is a one stop destination for anything and everything you want to gift or would love to have. Archies Gallery largest gift and card store which offers a wide array of accessories, chocolates, gift wrapping material, toys, etc catering to all audiences.
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retail environment study cake me away
Cake Me Away is a small bakery in Lower Parel. Along with providing beautiful and tasty cakes, Cake Me Away also provides gifting items mostly consisting of chocolates and fruit juices. They also have handcrafted gift items.
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retail environment study shelf analysis
Even though the white pack has been placed at the bottom, it catches the eye before the black and brown packs.
At Foodhall@Palldium
The lighting in the malls doesn’t make the packs behind stand out. When white is used, the packs behind also get some importance.
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retail environment study shelf analysis
At Foodhall@Palldium
Balisur as a brand has been experimenting with various forms for their tea packaging. The various colours and shapes make it difficult to look at one particur product and hence distract the attention. There is no specific direction in which the eye moves in this side of the store.
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retail environment study shelf analysis
At FabIndia
At Dolce Vita
When two wooden boxes are placed next to each other, the light coloured wood gets the attention first, but the darker one looks more expensive, heavy and premium.
In paper boxes, the green gets the attention of the eye first. But if a soothing green isn’t used, the customer may not appreciate the packaging. The combination of white and yellow or white and blue is much more soothing but won’t be spotted at first.
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retail environment study shelf analysis inference
The white pack catches the eye before the black and brown packs. The lighting in the malls doesn’t make the packs at the back stand out. When white is used, the packs behind also get importance. When using tin, the use of various colours and shapes make it difficult to look at one particur product and hence distract the attention. Using a safe square or rectangle is much better for stacking as well as visibility. When two wooden boxes are placed next to each other, the light coloured wood gets the attention first, but the darker one looks more expensive, heavy and premium. In paper boxes, even though a large variety is possible, use a soothing colour that doesn’t hurt the eye and also keeps the customer’s attention gripped.
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user research 1. A Questionnaire was used to ask around a 100 users various questions around tea and gifting. The answers were recorded and tabulated. All of the data was curated and made crisp and converted into infographics that make data understanding easy. Following were the questions asked to the people of various age groups ranging from 18-50. 2. People were documented making tea at offices which helped in understand their tea preferences. 3. People were documented holding a tea cup to see how people drink tea.
1. Name 2. Age 3. Profession 4. Would you call yourself a tea lover? Yes No 5. What would you pick if you had to gift someone? Chocolates Sweets Tea Gift voucher 6. What is the criteria for picking a gift? Brand Cost 7. How do you buy a gift? Decide beforehand Pick when you get to the store 8. Is re usability of the gift box an important factor when picking the gift? Yes No 9. Price-off promotion, free product promotion or extra volume promotion? Price-off promotion Free product promotion Extra volume promotion 10. How important is opening experience when you get a gift? How would you like it to be?
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user research questionnaire summary Number Of People Surveyed : 100 Cost : 36% Tea Lovers : 47%
Not Tea Lovers : 53% Brand: 64%
Tea Lovers
Gift Voucher: 4%
Brand v/s Cost
Tea: 2%
Sweets : 21% Pick a gift
Chocolates : 73%
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user research questionnaire summary Number Of People Surveyed : 100
Decide Beforehand: 64%
Pick when you get to the Store: 36%
Extra Volume Promotion : 18% Free Product Promotion: 43%
Pre-planned purchase or Impulsive purchase
Offers Price-off Promotion : 39%
Yes : 43%
Re-usability
No: 57%
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user research RE K
SNE H
H
J OH
RUC
A
| 23
| 22
| 26
AN U R
N
A
A
how people like their tea
CHAITAN Y
H
A
A
G
| 24
| 21
| 23
I|
22
TEA BLACK TEA GREEN TEA 1 BAG 1 SP SUGAR 1 SP HONEY MILK
MANA SW
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user research how people hold their tea cups
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material study structure zenith tins
Date of visit: 25.12.13
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material study structure zenith tins
Company Details Founded: 1938 (75 year old company) Manufactures only premium cans/ No mass production Engineering factory Some dyes have rights by Company rest belong to Zenith Finishes: Matte/ Glossy/ Combination of matte and glossy Prime material comes from TATA Process Details Food products: FBA Food grade lacquer coated on sheet at 200° Steps: Sheet – lacquer – printing – varnishing – cutting – Embossing – Forming. In the lid the embossing happens simultaneously Raw file accepted in Corel or Ai format (11,12,13) 35000 cans in on ship (Yardley) Costing: Rs. 57 per piece including taxes (Window costs Rs 6 extra) Time required for mfg: 5 weeks Dyes material: B2 steel Maximum size: 160x160 In fancy shapes like star, stretch marks might happen Wrinkle varnish: special varnish applied after printing In every shape except square or rectangle, wastage occurs as it starts with cutting in either of the two shapes. Contact Info: ZENITH TINS PRIVATE LIMITED, D-140, TTC Industrial Area, Shirwane, Nerul, Navi Mumbai 400705. Maharashtra, IndiaTel +91-22-27686660 / 27670786Fax +91-22-27610786
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material study structure zenith tins
Raw Tin
Basic shapes Only printing no embossing
Gift packaging by another tea bag brand - Lipton. This pack wasn’t available in India The print and the handle are all embossed on the box
Emboss
Emboss
There are pack holders inside the tin The container was made of plastic
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material study structure zenith tins
Wrinkle Varnish applied after Printing
Hinge Mechanism
Shapes with Acrylic Windows
Locking Mechanism
Shapes like stars can develop stretch marks
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material study structure zenith tins
Fancy Shapes other than the regular square or rectangle need customized dies made for them
Round tin cans
Perforated sheets
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material study structure pLASTIVISION INDIA 2013
Date of visit: 16.12.13
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material study structure pLASTIVISION INDIA 2013
Plastivision is organized by The All India Plastics Manufacturers’ Association (AIPMA)once in every 3 years in India since 1986. The 9th Edition of Plastivision India, was hosted in Mumbai on 12-16 Dec, 2013. Key Highlights:1500 Exhibitors Participation of 45+ Countries 1,00,000 Business Visitors Live Demonstration of Machines for Moulds, Packaging, Printing & Product. Emerged as one of the top 10 global Plastics Exhibition. 75,000 sq. mtrs area covering 9 halls. Business generated worth Rs 1000 crores in PVI 2011. 75% rise in the footfall compared to the previous exhibition. 58% rise in exhibitors participation Visitors & Buyers expected from over 61 countries THE ALL INDIA PLASTICS MANUFACTURERS’ ASSOCIATION Address: PLASTIVISION INDIA A/52, AIPMA House, Road No.1, M.I.D.C., Marol, Andheri (East), Mumbai - 400093, India. Phone : 6777 8899 / 849/846/850/852/841 (100 Line) Email : marketing@plastivision.org Website : www.plastivision.org
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material study structure pLASTIVISION INDIA 2013
BLOW MOLDING
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material study structure pLASTIVISION INDIA 2013
INJECTION BLOW MOLDING
VACUUM FORMING
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material study structure pLASTIVISION INDIA 2013
BLOWN FILM EXTRUSION
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material study structure pLASTIVISION INDIA 2013 This exhibition was primararily for manufacturers. But it helped us in understanding different processes and materials available in plastic manufacturing. Also learnt about the various post- manufacturing processes like Roller printing, Screen Printing, Label Pasting, Rubber Stamp pad printing, Brush bristoles making etc.
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material study CUP
CERAMIC
PORCELAIN
TERRACOTTA
COMPOSITION
Primarily compounts of oxygen but also compounds of carbon, nitrogen, boron and silicon
Clay in form of Kaolin
Refined Clay
PROPERTIES
Partially or totally ionic; hard, brittle; electrical and thermal insulators; opaque.
Low permeability and elasticity; considerable strength, hardness, toughness, whiteness, translucency and resonance; and a high resistance to chemical attack and thermal shock.
Not watertight, but surfaceburnishing the body before firing can decrease its porousness and a layer of glaze can make it watertight
MERITS
1. Harder than conventional structure metals 2. Low coefficient of friction 3. Extremely high melting point 4. Corrosion resistance 5. Low density 6. Extreme hardness 7. Inexpensive 8. Easily available 9. Glazed ceramic does not stain
1. Durable and more dense than standard ceramic 2. Less prone to absorbing moisture 3. Easy to maintain and clean, Resistant to stains
1. Durable and increased strength 2. Incomparable tensile strength 3. Fire resistant 4. Wide range to suit various needs 5. Rustic and aesthetic appeal 6. Bad conductor of heat 7. Resistant to insect plus termite attacks 8. Environmentally friendly and low maintenance
DEMERITS
1. Dimensional tolerances difficult to control during processing. 2. Weak in tension. 3. Poor shock resistance. 4. Can crack when hit with heavy items.
1. Dense hence hard to cut 2. Heavy
1. Expensive 2. Bulky 3. Fragile 4. Loses colour over a period of time
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material study CUP
PROCESS
Inorganic, nonmetallic solid prepared by the action of heat and subsequent cooling
Heating materials including clay in the form of kaolin in a kiln to temperatures between 1,200 °C and 1,400 °C
Refined clay is formed to the desired shape, dryed in a kiln, or atop combustible material in a pit, and then fired
SURFACE FINISH
Smooth
Translucent
Porous
COLOURING
Colors in glazes are effected by the clay, slips, stains, or underglazes below them. Most ceramic colors, however, are a result of metallic oxides being dispersed in the fabric of the glaze itself. Under varying circumstances, these colorants can give very different results.
White or artificially coloured
yellow, orange, red, “terracotta”, pink, grey or brown color
MANUFACTURING AND POST MANUFACTURING TREATMENT
1. Purification 2. Moulding processes like slip casting, pressure casting, injection moulding and extrusion 3. Densification to make it more strong and dense 4. Coating with a ceramic enamel
1. Forming 2. Glazing to render them impermeable to liquids 3. Decoration 4. Firing
1. Forming 2. Drying 3. Firing 4. Decoration
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material study CUP REKHA GOYAL CERAMIC STUDIO
Rekha Goyal is a ceramic artist and has two studios, one in Mumbai and one in Navi Mumbai. She also teaches and takes Ceramic workshops. She also lends her artistic sensibilities to her studio team in Mumbai to produce a range of handcrafted products that exude an aesthetic fun and extend art into everyday lives.
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material study CUP Terracotta Vendor
Clay
It is put on the wheel and given a specific shape
Form developed
After the clay dries partially, patterns are made on each of them
Forms with pattern put to dry
Final product- Some are baked and some are baked and then glazed for a different finish
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inference • Festivals and celebrations warrant gifting. • In India, gifting just sweets has become passé. • Use of Indian elements such as the red colour, the jute bag, gold • • • • • • • • • •
border, cane basket hampers etc. will make the packaging look more Indian. Satin and Gold resonates directly with an elite, yet traditional zone while ribbons are directly associated with celebrations. Our packaging will be picked over everything else as, the packaging and look will give a better perceived value to our product. Brands cannot have the ‘one size for all’ mentality. It’s an era of personalization. The graphics and structure should create a special experience for both the customer and the consumer. There are different types of tea to cater to your different moods. People make tea differently but the basic process remains the same. The brand ‘Taj Mahal’ demands qualities like unique, royal and premiumness in its products, graphics and marketing. There is a varied range of competitors in the tea category itself and also from cross categories.
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design directions Design directions are the routes I have decided to work with, according to the brand. These are three different outlooks on how the final output could be. There is a brand specific direction that every product of the brand must follow and then there are three directions for the gifting category in Taj. The three directions are: • Banaye har mauka khaas • Jo dil ko bha jae • A token of happiness The first one, ‘Banaye Har Mauka Khaas’ is all about the moment, the ceremony involved in opening the gift, the celebration and the joy. It is all about making every day an occasion and not waiting for a particular occasion to celebrate. The second one, ‘Jo Dil Ko Bha Jae’ is all about the person you are gifting it to. Hence the opening experience matters the most. Along with that adding a bit of personalization to make the person you are gifting to, feel special. The target of the gift is the receiver. The third one, ‘A Token Of Happiness’ is about the great monument ‘Taj Mahal’. The design and patterns will have strong influence from the Taj. The gift package will reveal the strong heritage of one of the seven wonders of the world and the Tea history in India.
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design directions communication for the brand brew tea, not chai The origin of the tea bush has been contested by scholars. It is native to certain areas ranging from the interior of Southern China to the border of Assam. The birth of Indian tea industry was marked by the discovery of indigenous teas plant in Assam in 1823 by Robert Bush. This received momentum when the East India Company in 1833 lost the tea trading monopoly in China. The ‘Plantation Industry’, which was developed over 150 years, has a colonial origin. It is now a valuable asset to the nation. Among the principal tea producing countries in the world, India occupies the first place in terms of area.
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design directions Brew tea, not chai The ‘Chai’ consumed in India is a highly Indianized version of tea that was first introduced by the Britishers. The history of tea goes back all the way to the Song and Ming Dynasty in China, where the nobility in the Imperial Palace consumed the first version of tea. Then, through history, tea leaves played an important role in the global trade, so much so that Britishers introduced tea in India with the sole purpose of exporting it. But when the Britishers left, they left the tea plantations behind. And suiting to the Indian palate, tea changed. Tea leaves that were brewed was mixed with a concoction of milk and sugar along with Indian spices, thus was born ‘chai’ The Chai we have in India is a long shot from the tea the Brits left us with.
Our aim to position our product as a perfect gift, and owing to Taj’s elite positioning, we position this gifting solution as a right alternative. So, our communication will essentially say:
With the perfect temperature to nurture in and masterful hands to pluck, our tea leaves would make even Her Majesty blush. So, light the fire and heat a kettle. It’s time to have tea like the way it was always intended – royally.
‘Millions of Indians consume billions of cups of chai everyday. This isn’t chai. This is tea.’ The brand language and story build-up will convey the line, ‘Brew Tea, Not Chai’ through the structure and graphics. The colour scheme will be warm and soothing and the patterns will be taken from the Taj Mahal itself. The pack will look royal and premium.
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design directions design direction 1 banaye har mauka khaas
In India, there’s no ‘one size fits all’ gifting solution. The Hindu calendar is a vast one. With many festivals and occasions, there are a lot of various gifting solutions. To add to this, there’s also the Christian and the Muslim calendar. Therefore, there’s no ‘one size fits all’ gift.
Communication Strategy: With different blends of tea, this gifting pack can be an apt token for various festivals and occasions. Banaye Har Mauka Khaas literally translates to making every moment special; therefore, going deeper, this gift pack won’t target a certain festival or occasion. In fact, this pack assures an occasion when it is picked.
Design Strategy: The pack will look very festive even though not targeting any particular festival. The colours used will be bright and red will have a massive influence. Material used may not be specifically restricted to wood but can be experimented with tin or other such materials.
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design directions banaye har mauka khaas
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design directions banaye har mauka khaas
Material choice could be either Wood or Paper and small windows can be carved in it for a slight glimpse of the product inside.
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design directions banaye har mauka khaas
The Slider that has a different opening experience than the other usual gift boxes. Material can be Paper.
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design directions banaye har mauka khaas
Other slider options and views.
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design directions banaye har mauka khaas
Exploring forms to turn into a basic gifting box where the celebratory effect would be conveyed through the graphics.
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design directions banaye har mauka khaas
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design directions banaye har mauka khaas
Experimenting different kinds of opening in a box form. Also, deciding the placement of the products inside.
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design directions banaye har mauka khaas
Another form variation.
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design directions banaye har mauka khaas
Other form and cover explorations
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design directions banaye har mauka khaas
Ă˜70.00 Ă˜62.00
93.0 88.0 86.1 80.0
109.00 103.00 73.0
Engineering drawing
52.0
225.00
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design directions banaye har mauka khaas 3d Render
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Taj Tea bag Gift Packaging
design directions banaye har mauka khaas 3d Render
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design directions banaye har mauka khaas 3d Render
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design directions design direction 2 jo dil ko bha jae
A. Simply put, tea is good for your health, especially your heart. B. A gift is something that proverbially, touches one’s heart. To us, it is all about pleasing the heart. The first approach is to make it look pleasing which will make the customer pick this product over the others and the consumer love what has been gifted to him/her. The second deals with romancing the tea gardens and the effort that goes in picking the best tea for you which is literally good for your heart.
Communication Strategy: We don’t try to please the eye, we go straight to the heart. We don’t sell our tea, we talk about its benefits, straight to the heart. This is a proverbial pun where Taj’s gifting solution touches the heart both emotionally also functionally. We communicate that gifting Taj will not only is a good gesture, but a healthy one as well.
Design Strategy: The pack will look very festive even though not targeting any particular festival. The colours used will be bright and red will have a massive influence. Material used may not be specifically restricted to wood but can be experimented with tin or other such materials.
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design directions jo dil ko bha jae
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design directions jo dil ko bha jae
A different kind of structure leading to a different kind of opening experience and better shelf visibility.
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design directions jo dil ko bha jae
GOLD
In this design, the form plays a minimal role in depicting the theme. Instead there is a strong gold influence inspired from the Indian gift culture that makes it look appealing yet simple and gives the product better shelf visibilty.
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design directions jo dil ko bha jae
Another form exploration that makes the opening experience different and ceremonial.
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design directions jo dil ko bha jae
The material used to create this form will be wood. The end user is kept in mind while designing this product. After the contents of the box are over, the box can later be used as a container along with a photo frame. It will show the consumer that the customer has gone an extra step for picking his/her gift.
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design directions jo dil ko bha jae
Instead of putting in photos, here a mirror is used to automatically make whoever opens the gift, feel special.
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design directions jo dil ko bha jae
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design directions jo dil ko bha jae
Completely different opening experience changing how the conventional gift opening thought. This also has better visibility of products inside and the graphics on the pack will help in shelf visibility.
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design directions jo dil ko bha jae
A sketch explaining how the concept works.
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design directions jo dil ko bha jae
8.00
Ø70.00 Ø62.00
10.0
98.0 93.9 73.0
Engineering drawing
52.0 10.0
246.00 214.00
98.0 Ø19.96 5°
119.55 44.4
86.1
10.0
150.00 119.55
.2
52
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design directions jo dil ko bha jae 3d Render
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design directions jo dil ko bha jae 3d Render
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design directions jo dil ko bha jae 3d Render
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design directions design direction 3 a token of heritage Taj and tea have a relation that goes way back. It is so much so that Taj tea is directly associated with heritage.
Communication Strategy:
Design Strategy: Since we talk about heritage, the Taj Mahal will have a strong influence on the design of the pack, be it colours or prints or even structure. The structure will be simple with a hint of gold to indicate royalty and exquisiteness.
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design directions a token of heritage
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design directions a token of heritage
The structures in this direction will mostly be made out of wood. This one may also be made out of tin. After the contents are out, it can also be used as a storage box.
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design directions a token of heritage
Treasure chest option also explaining the content placement.
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Taj Tea bag Gift Packaging
design directions a token of heritage
The pattern at the opening end is directly inspired from the monument.
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Taj Tea bag Gift Packaging
design directions a token of heritage
The top will be made out of perforated tin and the bottom out of a normal tin sheet. The perforation helps in giving a glimpse of the products inside and also looks different than the other tin boxes.
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Taj Tea bag Gift Packaging
design directions a token of heritage
A wooden box where the top cover has a step like structure inspired from the Taj Mahal.
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Taj Tea bag Gift Packaging
design directions a token of heritage
This structure has a handle placed in the structure which wont obstruct the stacking and also provide convenient handling.
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Taj Tea bag Gift Packaging
design directions a token of heritage
This is just a conventional wooden box. The design may be old but it yet is royal and premium.
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Taj Tea bag Gift Packaging
design directions a token of heritage
Explorations for the treasure chest option.
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design directions a token of heritage
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Taj Tea bag Gift Packaging
design directions a token of heritage
Other form and lid explorations.
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design directions 224.00
a token of heritage
Ø10.00
86.0 61.0 3.00
43.0 38.0 33.0
Engineering drawing
103.00 87.0 77.0
52.0 10.0
208.00 198.00 Ø70.00 Ø62.00
52.0
214.00 220.00 224.00
2.00
93.0 103.00
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design directions a token of heritage 3d Render
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Taj Tea bag Gift Packaging
design directions a token of heritage 3d Render
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Taj Tea bag Gift Packaging
design directions a token of heritage 3d Render
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Taj Tea bag Gift Packaging
other sketches
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other sketches
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other sketches
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mocks
Inside Holder
Inside Holder
Making of a box
Completed box
First Mock up
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mocks
First Try
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mocks
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mocks
Final Mock
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mocks
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mocks
Other Mocks
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cup explorations
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cup explorations
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Taj Tea bag Gift Packaging
cup explorations
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cup explorations
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Taj Tea bag Gift Packaging
cup explorations
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Taj Tea bag Gift Packaging
cup explorations
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Taj Tea bag Gift Packaging
cup 3d render
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Taj Tea bag Gift Packaging
mocks
Material Used: Terracotta
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cup
42.2 41.8
35.6
Ø70.26
93
.5
8°
57.8 51.1
74.5
Ø9.1
80.0
Engineering drawing
Ø15.00 60.0 70.0
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cup 3d render
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Taj Tea bag Gift Packaging
cup 3d render
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Taj Tea bag Gift Packaging
pattern on the structure Sketches
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pattern on the structure Digital work
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Taj Tea bag Gift Packaging
final product
172 x 296mm
Cup and packet holder ed
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final product inside container ed
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Taj Tea bag Gift Packaging
final product OUTSIDE CONTAINer ed
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Taj Tea bag Gift Packaging
final product MUG ed
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Taj Tea bag Gift Packaging
final product mug
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Taj Tea bag Gift Packaging
final product mug
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final product
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final product
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final product
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final product PROTOTYPE
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bibliography link
date time
http://en.wikipedia.org/wiki/Gifting http://en.wikipedia.org/wiki/Tea http://www.care2.com/greenliving/6-types-of-tea-for-6-different-moods.html http://www.tealaden.com/teaweb/teatypes.htm http://www.investopedia.com/ http://wiki.answers.com/Q/What_is_general_trade_and_modern_trade? https://www.nabard.org/pdf/OC%2039.pdf http://www.tajmahal.gov.in/ http://www.hul.co.in/brands-in-action/detail/Brooke-Bond-Taj-Mahal/ http://highstreetphoenix.com/ http://www.euromonitor.com/tea-in-india/report http://www.slideshare.net/sushmagurav/market-research-on-tea-in-india http://www.madehow.com/ http://toolkit.smallbiz.nsw.gov.au/part/3/10/49 http://en.wikipedia.org/wiki/Segmenting_and_positioning
2.1.14 23.1.14 9.1.14 24.1.14 24.1.14 24.1.14 5.2.14 6.2.14 10.2.14 10.2.14 11.2.14 11.2.14 13.2.14 19.3.14 19.3.14
16:20 15:03 14:54 11:40 12:03 12:30 12:33 11:05 12:29 16:31 11:39 11:43 14:15 15:43 15.42
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