DESIGNERAlyssa Ha
PROFILE/DESCRIPTIONUpdate 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- branding ITO EN
- Japanese lettering
- product name/ type of tea and unsweetened
- adjectives about tea (refreshing, aromatic, relax and unwind)
- 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 CHARACTERITO-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:
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