Packaging Design
Segmentation for Clipper Tea
Clipper Tea is a great homegrown tea brand but as they explored more flavours in their teas, they found their monolithic system too limiting.
Store Audit (Above): As a retail brand, the packaging did not compete against FMCG tea brands. Instead, the packs had the advantage of large shelf facings and had loads of potential to brand.
Existing Product Line-up
The new variants were more complex (blends). The ingredient depiction had to be reviewed
Quick Analysis
A quick scan of the products showed some extension problems. Too monolithic, insufficient segmentation, no clear masterbrand or sub brand approach despite it being a boutique retail brand.
Current Communications
Inconsistent. There were brand level communications that used brown and blue. While the packaging system was more colourful but didn't really resonate to the customer they had in mind. When put against the persona, it was difficult to imagine their new customer buying into this lifestyle.
Competition
TWG and Gryphon were their 2 largest local competitors. TWG for her strong retail and cross-marketing abilities and Gryphon for its distribution channels.
What's Trending?
Given a more discerning and well-travelled target audience, taking cues from best practise tea brands around the world couldn't be such a bad idea... just to have the finger on the pulse.
Moodboard & Illustrations
Continuing on the watercolour illustrations, I aimed to inject more diversity given their new ingredients and variants. I looked at juice and toiletry illustrations for inspiration.
Raw illustrations before being taken into Photoshop.
New Product Line up
Instead of just a colour, I gave each range an element they could own. The morning bird for the Essentials range, a seal for Tropics and a wreath for Herbs and Blossoms. Collectively they looked like a set, with the strong circular compositions and watercolour treatments. Loose Leaves and Limited editions would be extended at a later date while the luxury line was discontinued.
The circle would become the unifying shape across the three ranges - as a seal (Fruit & Flowers), a wreath (Soothing) and as a watermark (Everyday). Each range would also have its own colour palette.
