DESIGNER

Erin Kwon

PROFILE/DESCRIPTION

Part 1: The company is known as Teavana which is a tea company acquired by Starbucks. Starbucks locations where you can buy Teavana are located all over America while some are located internationally in Canada, China, Japan, and etc. Starbucks is a huge company, influencing its power onto Teavana making it more well known. The range of products Teavana has goes from crafted iced tea to hot tea sachets. I am specifically advertising its hot tea sachets. I chose its tea sachets because I haven’t seen Teavana exclusively advertise these except once and it didn’t seem to have a specific purpose other than to display the aesthetic of the teas and packaging. They currently have nine flavors but I will only be advertising three due to the three posters I can make. The three flavors I chose to advertise are Citrus Lavender, Peach Tranquility, and Lemon Ginger Bliss. I chose these three specific tea flavors because they are all very unique and can help with relaxation. The mission of the company is to combine high quality ingredients, years of mastery, and thoughtful practices to produce delicious and flavorful teas for people’s satisfaction. The social values it has are demonstrated by its actions; Starbucks joined UNICEF, the Ethical Tea Partnership, and nine founding partners to initiate the foundation of a sector wide commitment to tea to better the lives of families, children, and women in Assam, India. In addition to this, they’ve worked with the Ethical Tea Partnership to make sure their products are manufactured with sustainability under safe and clear humane working conditions. They are working to meet their goal of having 100% of their tears be sourced ethically; in 2019, 99% of their tea was sourced ethically from farms that have been certified through Fair Trade, UTZ, or Rainforest Alliance. Teavana also states on their official website: “Since 2018, the Starbucks Foundation has been committed to promoting leadership and economic opportunities for women and families in coffee, tea, and cocoa growing communities. We have supported programs around women’s economic leadership, healthy homes, and WASH (clean water, sanitation, and hygiene), in partnership with Mercy Corps, Barefoot College, and others.” The type of workplace it has is that it’s known for being enjoyable and having a fast paced work environment along with benefits given to employees.

Part 2: My bus shelters will be located in Virginia, Arlington County. There are many people in a specific market segment group located there known as Connected Bohemians. They are identified as Midscale Younger Mostly w/o Kids. This group of people represents the nation’s greatest liberal lifestyles. They are between the ages of 25 and 44. They usually go further into their education after graduating and most of them don’t have children. Tea welcomes anyone in any category but they especially appeal to adults because of their relaxation and calming benefits which can help with stress levels that many of them experience daily with work, and etc.

Part 3: Brand advantages: aesthetically pleasing, competitive pricing, loyalty to customers

Brand attributes: high quality, trustworthy, balanced, creative, ethical, transparent

Brand experience: active, honest, simple, social, retail, attractive, refreshing

GOALS

I want people to know that Teavana teas can help them with relaxation and stress after seeing these posters. I also want them to think that these Teavana teas are saturated with benefits that could help them mentally and/or physically, and this would result in them being motivated to look up Teavana teas and buy them online. Ultimately, I want them to feel comfortable and connected to Teavana as this particular campaign is advocating those to relax and be less stressed by drinking Teavana teas.