DESIGNER

Rebecca Choi

PROFILE/DESCRIPTION

Project Title: Celestial Seasonings

Project Description: Update current Celestial Seasonings tea packaging to have a more appealing design that more accurately represents the product. This includes:

• Removing unnecessary elements
• Using colors that are associated with the calmness of tea

GOALS

Creating a design that catches the shopper's eye and helps them imagine the effect of the tea.

PRIORITIES

1. Benefits/experience
2. Image
3. Branding
4. Product name

TARGET AUDIENCE

Seniors (elderly) - regular tea drinker, cares about the quality and the experience, “I'll try this tea this time because it looks like quality tea."

20's - cares about aesthetics and the idealistic life, “This is cool packaging and would go well with the cups I have at home.”

BRAND CHARACTER

Timeless, sensual, “main tea brand”

COMPETITIVE SITUATION

Numi, The Republic of Tea, Tazo, Traditional Medicinals