DESIGNER

Alyssa Ha

PROFILE/DESCRIPTION

​Update current ITO EN Jasmine Green Tea bottle to a more modern, not so crowded packaging. This includes: 

• Using similar colors from the orignal bottle
• Using the same text provided
• Updating the design as a whole

GOALS

• ​Creating a design that interrupts the shopper to purchase and then keep buying
• Maintain ITO EN aesthetics for consistency yet have a more modern look
• Represent the authenticity of the tea

PRIORITIES

1. ​branding ITO EN
2. Japanese lettering
3. product name/ type of tea and unsweetened
4. adjectives about tea (refreshing, aromatic, relax and unwind)
5. describing the tea (how they make the tea, authentically brewed)

TARGET AUDIENCE

• ​Everyone
• tea lovers/ people who want to choose to drink something soothing
• 40% in 15-25 year age group
• 60 % in 26 year or older age group

BRAND CHARACTER

ITO-EN has this product labeled as their "traditional" teas. Statements that correspond with their Jasmine Tea specifically: 

• Refreshing and Aromatic
• Relax and Unwind
• How they make the tea

For the majority of their teas: 

• Unsweetened
• The tea type

COMPETITIVE SITUATION

• ​Lipton- been around for a long time, American brand
• Gold Peak- hipster, "made in the mountains", American brand
• Arizona- been around for a long time, super sweet—appeals to younger people, American brand
• Honest tea- clear, refreshing, straight to the point
• Tazo- modern tea