Adagio Teas is a gourmet tea store located in New Jersey, USA. They specialize in loose-leaf tea, a specific type of tea brewing that lends itself to personalization and customizing of flavors. Adagio's biggest seller and best point of marketing is the Ingenuitea©, a loose-leaf tea brewer that works on a plunger system, is microwave and dishwasher safe, and is spill-proof. The Ingenuitea© is most commonly sold within a gift pack, which also comes with tins of tea and literature about the company, brewing, and tea culture.
Having bought this product and falling completely in love with it, my knowledge of marketing and package design made me disappointed in the way it was packaged and shipped. Each piece was delivered in a separate box, with no sort of cohesion in the visual campaign. The brewer arrived in a corrugated cardboard box, and the four tea tins were a sea-foam green color with inkjet-printed labels.
Adagio is founded on the principles of worldwide trade, gourmet and quality ingredients, and the personalized, gift experience. However, the packaging did not reflect the experience of the products. Therefore, assigned a remarketing challenge, I decided to make a gourmet package for a gourmet product. Here, the Ingenuitea© gift set has been transformed to the Adagio Gift Set, which comes in a burlap-cushioned, stained, wooden box, this time with two small glasses that fit the unique plunger system of the brewer. I have changed the mark, the packaging, the labeling, and have taken specific consideration as to how the product arrives, as well as the sustainability of an actual campaign– The box can be used for storage, travel, decoration, and as a reminder to buy more product. Once one tin is empty, there is an empty space. (You should buy another!)
Also, I have introduced the concept of color-coding. Adagio sells over 13 different categories of tea, all of which must be treated, brewed, and enjoyed differently. The current packaging for the tea has slight adjustments in labeling, but most look greatly alike and small text on the labels does not lend itself to easy storage, organization, and identification. The new system I have created allows for ease in picking the perfect tea for you.
While the price mark would go up from the original $20 with this new packaging system, it creates a more gourmet experience for only about 10% more cost. Also, rather than given extraneous corrugated and paperboard waste, they are provided an entirely sustainable, reusable, and recyclable box.