Development book by Sissel Pettersen

TEA STRAIN

TEA STRAIN Sissel Pettersen . BA Graphic Design The hole package Professional Context Unit . RSA . November 2013

Research: The Hole Package This brief stod out for me from the beginning, and since I love to work with packaging, this is the one I wanted to do. In my research I started with a trip to the mall. I wanted to take a look at things that are consumer goods. A products that are used a lot and bought often. So I immediately went to a food store. There was a lot of items to choose from, but I wanted something big that everybody use. One of these really stood out for me and that was the tea packaging. You have 4 layers before you get to the actual product (if you include the teabag and the note). And since we are in England why not work with a product the country are known for? So I found a lot of items I could use but there was this one that stood out for me.

MOODBOARD

- OVERPACKAGING

Research: The Hole Package I made a mindmap to see what ideas I got from the moodboard and what I could work with. I had some other ideas then the tea but that was the one that stood out for me. So I made som more reesearch on tea to see what I had to work with.

Reaserch: Tea

Conclusion

•

Some of this inspiration I found in my research was crucial for my project, and now I had a lot to work with.

• • • •

96% of tea consumed in the UK Is from tea bags. UK is the number one tea buyer/ market in the world. 4 of 5 adults in the UK drink tea. 2,3 kg of tea is consumed per person a year in the UK. Tea breaks are a tradition that have been with us for approximately 200 years.

The arrival of tea in Britain in the seventeenth century altered the drinking habits of this nation forever. The late eighteenth century saw black tea overtake green tea in popularity for the first time, which also accelerated the addition of milk. In the nineteenth century widespread cultivation of tea in India began, leading to the imports of Indian tea into Britain overtaking the imports of Chinese tea. And in the twentieth century there was a further development that would radically change our tea-drinking habits - the invention of the tea bag. Needless to say, it was in America, with its love of labour-saving devices, that tea bags were first developed In around 1908, Thomas Sullivan, a New York tea merchant, started to send samples of tea to his customers in small silken bags. Some assumed that these were supposed to be used in the same way as the metal infusers, by putting the entire bag into the pot, rather than emptying out the contents. It was thus by accident that the tea bag was born!

96% of tea consumed in the UK is for teabags : The country of tea is using teabags. That means I got a big market to work with and a great opportunity to succeed. We pick teabags because they are easy to use, and maybe because we don’t have a tea strainer at home any more. But face it, loose tea seems more exclusive then a teabag. So if I made the tea strainer more available for the consumer it will be easier to choose that alternative then a teabag. 4 out 5 adults in the UK drink tea: This means I have a big target group, and therefor a possibility to succeed. Tea breaks are a tradition that have been with us for approximately 200 years: Its and english tradition, and since the teabag did not make it here until the 50ts there should be some memory in the consumers mind of the tea strainer and its charming place in a teacup.

The material shortages of World War Two also stalled the mass adoption of tea bags in Britain, and it was not until the 1950s that they really took off. The 1950s were a time when all manner of household gadgets were being promoted as eliminating tedious household chores, and in keeping with this tea bags gained popularity on the grounds that they removed the need to empty out the used tea leaves from the tea pot. The convenience factor was more important to the British tea-drinker than the desire to control the length of infusion time, hence the appearance of tea bags that did not have strings attached.

Research: TEA I made some moodboards on excising tea packaging that caught my eye. And found out that a lot of loose tea is sold in either brown paper bags that you trow away when yo get home and you but the tea in a box. or it is sold in just a ordinary tin box. I also found packaging that were placed in a paper box and then had a sealed plastic bag inside to keep the tea good over time. The tin box was popular because air is the enemy of tea so you need to keep it as air tight at possible, therefor paper was not a great alternative for me. This was my inspiration for the packaging I created. I wanted to make an air tight package that you could use to contain your tea over time, and then you would also have the opportunity to refill the bag if you wanted.

MOODBOARD - TEAPACKAGING

Idea: Tea strainer My idea is to create a package that will get the tea strainer back in business, and change tea packaging from 4 layers down to just one. I want to create a zip lock bag that you could attach the tea strainer right to the bag if you did not have one at home. Therefor, you no longer have an excuse to buy the disposable teabags any more. I want this package to be made of a ecologically-sustainable material produced by Ecolean. The company is replacing as much as possible of the original, fossil oil-based material with a natural material â&#x20AC;&#x201C; chalk. This plastic material in perfect and developed for food packaging and is not just good for the environment, but keeps the food in great condition. It it also strong so in the future it is possible develop a refill solution with just this bag. The package is going to be developed to be practical and eco friendly trough out. It is a zip-lock bag that will keep the tea in the right condition and air tight. It also has a small hole at the top left corner to add the tea strainer that you can find in the store, if you donâ&#x20AC;&#x2122;t have one at home already.

I also made a sales text to go with it to sort of reflect the idea to a costumer and explain the history of the tea strainer and the tea: Put the kettle on, because I am going to tell you a little story. Many centuries ago the world was much bigger than what it is today, and many unknown countries had yet to be discovered. But this was about to change. England, an leading seafaring nation went to seek out these new and mysterious places, and to bring back both tales and exotic goods. The tales were many, but so were the goods. And of these there were one that sticked out from all the others, one that was going to make such an impact that it was going to be one of the arch symbols of England itself. But sadly not all stories goes well... Over time the story of the tea has changed form being an exclusive and exotic beverage enjoyed for the ultimate relaxation, to become an mass-produced, over packaged and fast consumed beverage not worthy its glorious reputation. But the story is not over yet. Introducing Tea Strain. A new and tradition bound tea-package, introduced to bring back the once glorious days when tea was really enjoyed as one of the little treats you could allow yourself during a rough day. The package brings back the tea strainer, a tool with an pinching-mechanism that allows you to contain retail tea-leafs in an small metal bowl, placed in the cup. Together with the tea strainer comes a series of simple and airtight packages containing a variety of different tea-flavours. All this made for you to be able to have an new and better tea-experience than ever before. So join the story, and be part of introducing real tea back to England!

Name / Logo I tried out a lot of names, to try and find something that represented the idea and the product in a simple way. • • • • • • • • • •

Milk & sugar Stired Tea Break Yes, please Loose Pinch Strained Tea Strain Tea Leaf Tea Stain

I cose the name Tea Strain because I wanted it to reflect the strainer that is the main element in my idea. I tried with the word tea lief first just to find some fonts I liked. I wanted a simple and straight forward logo without to much fuss that would be recognised for the type and name. I also wanted to add an fifth element so the logo had to be simple to be able to compliment that well. These fonts are very different. That is to try out the look of the old feminine fonts that many people may think of when they think of teatime in england. This is not the expression I was looking for so I scratched that out really soon in the process.

TEA LEAF

tea leaf

Tea Leaf

TeaLeaf

TEA LEAF

Tealeaf

TEA LEAF

Tea Leaf

TEA LEAF

TeaLeaf

TEA LEAF

TeaLeaf

TEA LEAF

TeaLeaf

tea leaf

TeaLeaf

TEA LEAF

TEA LEAF 8

Fifth element As a fifth element I wanted to focus on the tea strainer. So I made a lot of different circles to try and represent it. I tried to make some of them random and some of them i system. The ones that are random could be a little bit to noisy and therefore I liked the ones with a little bit of both.

Fifth element The typography on the back and on the front of the package was going to match. I wanted to stay with a grotesc typography but still give a slim feeling. So i tried out some of the typography to see how it turend out inn a small version. I ended up with Open sans and Josefin, the two thats lined under.

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

250 g

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

a carefully balanced blend of leafs, inspired by the traditional recipes of India. 250 g

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

a carefully balanced blend of leafs, inspired by the traditional recipes of India. 250 g

250 g

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

250 g a c are fully balanc ed blend of leaf s , inspired by the traditional rec ipes of India .

250 g

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

a carefully balanced blend of leafs, i n s p i r e d by t h e t ra d i t i o n a l r e c i p e s o f I n d i a .

250 g

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

a carefully balanced blend of leafs, inspired by the traditional recipes of India. 250 g

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

a carefully balanced blend of leafs, inspired by the traditional recipes of India. 250 g

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

250 g

a carefully balanced blend of leafs, inspired by the traditional recipes of India. 250 g

250 g

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

250 g

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

250 g

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

250 g

First Design Tryouts I knew I wanted a clean design on the package so For de design. I wrote down two keywords to follow: • • •

•

Minimalistic - The package is going to be easy to use and easy to recycle. Less waste – The package is going to be made of a special plastic that is used by renewable material. Original - I want the design to be different from other types of tea design. Its not just tea, but a new era for the tea strainer. Modern - and of course I want the design to be modern and up to date.

TEA STRAIN CHAI TEA

CHAI TEA

TEA STRAIN

CHAI TEA

This is some of the tryouts of the labels i liked. Almost at first i fell for layout of the typography, so I continued with that throughout. I still had some problems with the circle so I tried to work that out in my next sketches. a carefully balanced blend of leafs, inspired by the traditional recipes of India.

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

250 g

TEA STRAIN

CHAI TEA

TEA STRAIN CHAI TEA

TEA STRAIN

CHAI TEA

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

250 g

Back of package At the back of the package I wanted to keep the simple look and try to make something that could reflect the front but with more information. I made it simple and appealing, and decided to put the production and content of the product under the package.

CHAI TEA

How to make a perfect cup of chai tea: • • •

Fill a tea strainer with tea leafs, make sure to close the bag. Boil water and leave the strainer in for 3-5 minutes Add milk and sugar if desired

Black tea

65%

Ginger root

10%

Cardamom

How to make a perfect cup of chai tea:

•

• •

Fill a tea strainer with tea leafs, make sure to close the bag. Boil water and leave the strainer in for 3-5 minutes Add milk and sugar if desired Black tea

65%

Ginger root

10%

Cardamom

Allspice

•

Black tea

65%

Ginger root

10%

Cardamom

Vloves 5% Cassia 10% Allspice

•

65%

Ginger root

10%

Cardamom

Allspice

CHAI TEA

How to make a perfect cup of chai tea:

•

Black tea

Cassia 10%

How to make a perfect cup of chai tea: Fill a tea strainer with tea leafs, make sure to close the bag. Boil water and leave the strainer in for 3-5 minutes Add milk and sugar if desired

Fill a tea strainer with tea leafs, make sure to close the bag. Boil water and leave the strainer in for 3-5 minutes Add milk and sugar if desired

Vloves 5%

CHAI TEA

•

Cassia 10%

•

Vloves 5%

Allspice

CHAI TEA

Fill a tea strainer with tea leafs, make sure to close the bag. Boil water and leave the strainer in for 3-5 minutes Add milk and sugar if desired

How to make a perfect cup of chai tea: • • •

Fill a tea strainer with tea leafs, make sure to close the bag. Boil water and leave the strainer in for 3-5 minutes Add milk and sugar if desired

Black tea

65%

Black tea

65%

Ginger root

10%

Ginger root

10%

Cardamom

Vloves 5%

Cassia 10%

Allspice

Second design tryouts I started to work with the background to find something that could work with the concept, So I decided the size of the package. I needed something to be able to difference the different types of tea as well so I tried to work with colours. Just to see the difference I used one bright and one light colour to see how it worked with the label.

TEA STRAIN CHAI TEA

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

250 g

Second design tryouts The coloured backgrounds did not give me the look I was going for. So I tried to use some textures and pictures. The fist aluminium foil photo was a picture I took from some time back so I that gave me an idea to work with that some more and try to make something not to chaotic.

TEA STRAIN CHAI TEA

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

250 g

Photo editing I used aluminium foil to make the background. I sort of wanted it to remind you of the metal in the tea strainer. It is also looking like it has been recycled already so it will encourage it to be recycled after use. I crunched it together to get a different texture. A texture that would still be simple even though it made some chaos behind the clean front. I edited it in to grayscale to get a more minimalistic look to go with the main idea, and therefor reflect the simplicity of the use of the package and also a tea strain in it self.

Photo editing I tried some of the unedited to see how the blue would work with the label, but the outcome did not work that well.

TEA STRAIN

CHAI TEA

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

250 g

Photo editiong I tried he texture of the foil in different shades of black and white to get a better look at the contrast and see what shades looked nice and what would work best with the white background. I tried to keep a lot of contrast and liked how the foil sort of turns in to plastic when it gets darker. The package is going to be made out of plastic, and with this background I will get a stronger compeering between the old tin box with tea that they had back in the days and this new plastic bag.

Photo editiong I tried the different backgrounds with the label on top and found out that the dark ones gave more contrast and appeal to the product than the light ones. The ones with less structure worked better with the label. And since the circle has a lot going on I need a background that can calm it a bit down even though there is a lot going on there as well.

TEA STRAIN

CHAI TEA

TEA STRAIN

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

250 g

TEA STRAIN

CHAI TEA

TEA STRAIN

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

250 g

Color tryout I needed something to make it easy to tell the difference between the types of tea so I made some sketches of how I could separate them with colour. Colour shows to be the easiest way for people to separate things from another, and to recognise what you are looking for, so it was a easy choice to have a colour difference in the design. I also put on the zip-lock to see how that is going to look like when you get it produced.

TEA STRAIN

TEA STRAIN CHAI TEA

CHAI TEA

It was difficult to get the colour to blend in, but I went the one in the middle at the top. The straight line trough also makes you think of that the tea strainer is opening at the middle and it is enhancing the idea even more.

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

250 g

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

250 g

TEA STRAIN CHAI TEA

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

250 g

TEA STRAIN CHAI TEA

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

250 g

TEA STRAIN CHAI TEA

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

250 g

Colors So I needed colours that would distinct from each other but still make sense together so I lied to make a set of 5 colours that would go good together. I liked the first series best with a little editing form the others. Even though they may seem like sweet baby colours they may work good together with the rough texture and design for the package.

Testing of colors These colours sort of blended in to each other. So it would not work in the shelf. So even if it would have been in other colours it would have melted in to the design and background.

TEA STRAIN

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

250 g

TEA STRAIN

TEA STRAIN CHAI TEA

CHAI TEA

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

250 g

Testing of colors These colours softens the expression of the design a bit so it could appeal to a larger range of people. So this is the ones i choose to go for.

TEA STRAIN

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

250 g

TEA STRAIN

TEA STRAIN CHAI TEA

CHAI TEA

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

250 g

Finish result And then this is the finished design.

In the top corner you have the little hole that is going to hold the tea strainer. You can just add that in the store if you donâ&#x20AC;&#x2122;t have one at home. You have a zip lock that will show. So you can easily open an lock the bag without the tea getting bad. The background reflects the metal in the everlasting strainer, and also it inspires to recycle everything. A fifth element to represent the texture of the strain. and also to make something recognisable on different surfaces

TEA STRAIN CHAI TEA

a carefully balanced blend of leafs, inspired by the traditional recipes of India.

250 g

Finish result

Links and Sources Page 3 - Research : The hole package

Page 6 - Research : Tea

Photo: • http://www.flickr.com/photos/jeremy_dennis/223761565/ • http://www.flickr.com/photos/48618645@N05/4473649439/in/photolist-7PjC7T7PjC9F-7PoBFm-9YwVCB-2sjR3j-PVcAA-5ucRrU-5tVpgT-5Yrr2L-5uLE9G5uLE6C-5uGhtn-5uGhvz-9LXCNU-51RwB2-d3cYzC-8eUjBw-6ZDrtc-8Gszq35cWVa4-9k5hyb-bsMuZ1-9LAp-5NH3uh-9xZCo3-9yhXUg-A9z5k-92bdUU48agAF-6kJvi-9yiMLb-d64dN-4D54Vo-3BWpBf-7fhQUy-6cCxMj-dMY5f1-5VDJAi8w1tQs-agyjTH • http://static.packagingnews.co.uk/wp-content/uploads/2011/04/06/barry-twigwhy-do-the-packaging-fascists-dislike-food/Cosmetics-overpackaging.jpg • - http://www.google.no/search?q=Overpackaging+food&source=lnms&tbm=isc h&sa=X&ei=-e94UpbYEcuM7AbA7YGoBg&ved=0CAcQ_AUoAQ&biw=1845 &bih=998#facrc=_&imgdii=_&imgrc=vivchM3r6gBERM%3A%3BVPIEWhln K3JjvM%3Bhttp%253A%252F%252Fearth911.com%252Fcontent%252Fupload s%252F2011%252F04%252FBananas-in-Plastic.jpg%3Bhttp%253A%252F%25 2Fearth911.com%252Fnews%252F2011%252F04%252F12%252Fwasteful-foodpackaging%252F%3B615%3B330 • http://i.dailymail.co.uk/i/pix/2010/09/17/article-1312599-0B363889000005DC355_634x494.jpg • http://eatdrinkbetter.com/2008/03/11/looking-closer-at-food/ • http://www.thesundaytimes.co.uk/sto/multimedia/dynamic/00149/ bakeries_149579k.jpg • http://thriftyliving.net/wp-content/uploads/2010/03/overpackaged-pears.jpg • http://www.independent.co.uk/migration_catalog/article5248112.ece/ALTERNATES/w460/Pg-19-Sainsburys-alamy.jpeg • http://coastalcare.org/wp-content/uploads/2010/12/beef-plastic.jpg • http://skateandannoy.com/wp-content/uploads/2012/11/go-go.jpg

Photo: • http://www.krftd.com/wp-content/uploads/2009/06/rare_tea_co.jpg • http://www.packworld.com/gallery/sites/default/files/images/Sugart_iTeaWand.jpg • http://4.bp.blogspot.com/-Zd327nvFzxk/T8JhAvnZt6I/AAAAAAABJFA/h1S1ItHLeco/s1600/4.jpg • http://c0248141.cdn.cloudfiles.rackspacecloud.com/BRAA_03832_34452395A.JPG • http://creaturecomfortsblog.com/ccwp/wp-content/uploads/2012/10/stuartkolakovic-tea-packaging.jpg • http://lovelypackage.com/wp-content/uploads/2012/09/lovely-package-joes-teaco-1.jpg • http://christinaidesign.files.wordpress.com/2012/11/christina-inserra_portfolio32.jpg • http://cdn.trendhunterstatic.com/thumbs/leafy-tea-packaging.jpeg • http://www.limkokwing.net/graphics/showcases/gallery/categories/packaging/ greentea_0110_01.jpg • http://cobymcdougalldesign.com/images/pckg-front.jpg • http://www.graphic-exchange.com/images/07objects/packaging/arcadiatea.jpg • http://www.krftd.com/wp-content/uploads/2009/06/mnum_tea.jpg • http://www.creativeroots.org/wp-content/uploads/2009/04/pekoe_tea.jpg • http://designyoutrust.com/wp-content/uploads7/Yauatcha4.jpg • http://3.bp.blogspot.com/_bVtGlUaW-tA/TD3o_k-VLXI/AAAAAAAAKt4/_ yPnO_Z9t4s/s1600/29.jpg • http://loveswah.com/wp-content/uploads/selfridge-tea.jpg • http://lovelypackage.com/wp-content/uploads/2010/05/daisy5.jpg

Page 7 - Idea : Tea strainer Information: • http://advantage-environment.com/livsmedel/sustainable-packaging-materials/

Page 5 - Research on Tea Information: • http://www.tea.co.uk/teafacts • http://www.nationmaster.com/graph/foo_tea_con-food-tea-consumption • http://www.tea.co.uk/the-history-of-the-tea-bag • http://www.marketresearchworld.net/index.php?option=com_content&task=view&id =3952&Itemid=77 Photo: • http://www.tea.co.uk/images/Bingham.jpg • http://upload.wikimedia.org/wikipedia/commons/f/f0/Betty’s_Tea_Shop_-_geograph.org.uk_-_738786.jpg • http://i.telegraph.co.uk/multimedia/archive/01798/tea-cup_1798148b.jpg • http://vondir.net/wp-content/uploads/2013/01/Tea.jpg

Page 10 - Second design tryout Photo: • http://static3.depositphotos.com/1006564/215/i/950/depositphotos_2153586Crumpled-aluminum-foil.jpg