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Submitted: April 11, 2011
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Bigelow Teaby ~TwoDecks

Designs & Interfaces / Packaging

Student Project

Client
Bigelow Tea Company

Brand
Bigelow Tea Bags

Varieties
Earl Grey, 20ct
Chinese Oolong, 20ct
Jasmine Green, 20ct
Constant Comment, 20ct

Goals
To increase market share via package redesign. Client wishes to bring the presentation of long held family varietal teas into a sophisticated light. They feel that the brand is stuck in tradition. While that can help maintain customer loyalty, it does not raise interest from potential drinkers. The redesign must harken back to family tradition but be presented in a modern fashion.

Stipulations
Redesign of client packaging must reflect family tradition. There is a long history behind the company and the client wishes to reflect that in the design. While being steeped in tradition, the client realizes that there are many new brands on the market that have a trendy appeal. Bigelow wishes to capitalize on some trend but in a traditional, classic approach. The logotype may not be changed radically. The client is aware that it is dated and will consider minor modifications to refresh the look. Color in design may be explored, but not with the logo. All content must remain on the package

Target Market
Tea Drinkers aged 23 to 50. Demographic includes all income levels but will focus on long-time tea fanatics.