Design Brief
2014 marks the 68th anniversary for Connecticut based specialty tea purveyor, Bigelow Tea Co. (Bigelow). To commemorate this landmark, Biglow's marketing team is seeking to aggressively reinvent the Bigelow brand through an innovative product delivery system, introduced in a gift set package&revolutionary identity initiative, in order to remain relevant in today's dynamic tea market. Today's tea industry has shifted it's focus to appeal to specialty tea connolsseurs whom demand an elecated drink experience derived from exotic tea blends.
Today's disparity between Bigelow's high quality product offerings&their pedestrain packaging has steered today's younger generation of tea enthusiasts towards its competitors' products. Due to this loss of market share, Bigelow wishes to investigate a rang of; product delivery, packaging & identity directions, to assess thru global focus group sessions, & in-store surveys.
Target Consumer
Daily exotic blended tea drinking tea drinking enthusiasts, 18-60 years in age.
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Process sketches
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Process sketches
Sketches
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Process
