BOH Tea Packaging Revamp Journal

CHEE SUANG WEI EVELYN 1405283 BGD1405-1 DIRECTIONS L4 PACKAGING REVAMP (BOH TEA)

CONTENT

ABOUT BOH

RESEARCH

FORM DEVELOPMENT

001 002 006 007 008

009 About BOH and Tea 014 Competitors 016 Target Audience

018 019 022 023 026 027

About The Company Events of BOH About Seri Songket USP of The Product Seri Songket Packaging

GRAPHIC APPLICATION

CONCLUSION

029 Ideas and Sketches 033 Colour Palette 034 Headline Font 035 Subheadline Font and Body Text 036 Front Panel 039 Other Panels 040 Test Print

042 Final Packaging 047 Rationale 048 Reection and Acknowledgement

Mind Mapping Ideas and Sketches Songket Motif Mock Up Proposed Prototypes Tea Bag Design

ABOUT BOH About The Company Events of BOH About Seri Songket USP of The Product Seri Songket Packaging

ABOUT THE COMPANY

“BOH is a brand that reaches out and brings together Malaysians from all walks of life. For more than 80 years and over a cup of BOH tea, Malaysians have been bonding and sharing extra special moments together and BOH is privileged to have been part of the Malaysian way of life through the years.�

BOH Plantations Sdn. Bhd. is the largest black tea manufacturer in Malaysia, with both domestic and international distribution.

The BOH Tea Plantation, which is located at Cameron Highlands, Pahang, Malaysia is also the largest tea plantation in Malaysia.

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EVENTS OF BOH BOH Cameronian Art Awards BOH Plantations is actively involved in nurturing the exciting development of Malaysia's performing arts scene.

In 2002, as part of this commitment to the arts, BOH, together with Kakiseni, introduced the country's first ever awards ceremony for the performing arts: The BOH Cameronian Arts Awards.

The Awards is named after one of BOH's flagship brand, BOH Cameronian Gold Blend. The blend, created for the discerning tea drinker, is a true masterpiece from the superb growing conditions of the highlands, a brew considered as the art of tea perfected.

The performing arts awards honours the year's most outstanding contributions in the areas of dance, theatre, music and musical theatre. Every aspect of the performance is given due attention from the talents of the performers and their art to behind-the-scenes work such as set, lighting and sound design. The Cammies, as it is affectionately known, has been lauded for raising the profile of the arts in the nation.

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Mobilising Young Conservationists The 3rd International Eco-Schools Conference (IESC) was held on 13-18 December 2014 participated by 126 students and 29 teachers from 29 Malaysian and International schools were challenged to rise up and become more proactive in their environmental efforts. Sponsored by BOH for the second year in a row in partnership with WWF Malaysia and Eijau Millennium Explorers, the IESC was hosted at Cameron Highlands for the first time, where both students and teachers had the opportunity to see and feel the biodiversity of the highlands first hand.

Increasing further their understanding of the unique interactions and environmental cycles on Cameron Highlands, students at the IESC were also brought on a trip to the BOH Sungei Palas plantation for a special tour by BOH personnel. There, they gained first-hand experience of how climate change could affect the production of tea, as well as the other types of produce on the highlands.

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BOH Highlands Run 2014 The BOH Highlands Run is a 5 km non-competitive fun run in BOH’s tea plantations in Cameron Highlands. Officially endorsed by the Pahang Tourism Board, the fun run is themed after the ‘Mad Hatter Tea Party’ where participants come dressed in their most fun hats during the run. Run proceeds will be channeled to the Malaysian Nature Society (MNS) to fund an environmental conservation project in Cameron Highlands.

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World Environment Day celebration with BOH The Malaysian Nature Society (MNS) and Sekolah Kebangsaan Ringlet brought environmental awareness to the hills of Pahang on 17 June in a World Environmental Day 2015 celebration involving five schools in Cameron Highlands.

The half-day event, sponsored by BOH Plantations through its Highlands Run, involved some 100 school children aged 9-17 from host school SK Ringlet, as well as SK Tanah Rata, SJK (T) Ringlet, SJK (C) Kea Farm and SMK Tanah Rata in a day of fun activities highlighting the importance of protecting the planet.

Mohamed Rohim Ramli, Estate Manager of BOH Plantations, said the World Environment Day celebration gelled well with the company, as its top management was very concerned about the environment. “BOH tries to educate everyone about the environment, and with events such as these we can reach the youngsters,” he said, adding that to have such a programme with schoolchildren from Cameron Highlands, where the plantation is based, was extra special.

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ABOUT SERI SONGKET

“Much like the intricate and traditional hand-woven Songket fabric, which inspired this collection, BOH Seri Songket exudes refinement by infusing exotic spice and fruit flavours with tea’s own aroma. The result is a fresh heady blend of assorted teas with a charming individuality of their own. From tangy citrus to hints of ripe bursting fruits and the sweetness of flowers, the Seri Songket truly embodies a higher state of tea appreciation. This collection takes you through a journey of senses and never fails to make a blissful cup. ”

The product series I chose is Seri Songket series, and the flavour I chose is Earl Grey with Tangerine. I like the colour palette of this flavour as orange is a wonderful choice of warm, optimistic and happy.

While purple combines the calm stability of blue and the fierce energy of red. Purple often associated with royalty and luxury, while Songket is also a luxury product traditionally worn during ceremonial occasions

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UNIQUE SELLING POINT OF THE PRODUCT Much like the intricate and traditional hand-woven Songket fabric, which inspired this collection, BOH Seri Songket exudes refinement by infusing exotic spice and fruit flavours with tea’s own aroma. The result is a fresh heady blend of assorted teas with a charming individuality of their own. The flavour Earl Grey with Tangerine, has a twist to a celebrated classic blend infuses the tangy fresh taste of the Tangerine to create a tea that issophisticated and crisp.

According to research, the bergamot in Earl Grey tea has been known to have a calming effect on people, as well as to boost a person’s mood.

This is due to bergamot’s natural aromatherapy qualities. In this way Earl Grey is a good natural solution for people suffering from depression, stress and anxiety. Since Earl Grey tea has such benefit and the sweet aroma of Tangerine promotes sleep as well, hence, the USP of this product will be ‘It’s not just a cup of tea, it‘s a source of relaxation’.

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SERI SONGKET PACKAGING Since the old packaging already modify the colour of BOH logo to purple, I decided to use purple as the colour of logo too, to complement the colour scheme of the packaging.

Orange and purple match well with each other, orange also represents the tangerine avour, while purple represents the elegant feeling of tea.

Therefore, I decided not to change the colour palette of the packaging.

Tea elements such as tea cup on the packaging is very important to tell the audiences this product is tea product.

I like how the designer used the illustration of tea plucker as a motif of songket pattern here.

The texture of the motif looks similar with Songket as well.

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RESEARCH About BOH and Tea Competitors Target Audience

RESEARCH

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COMPETITORS Lipton

Ahmad Tea

Lipton is a brand of tea belonging to Unilever.

Lipton was also a supermarket chain in the United Kingdom before it was sold off to Argyll Foods, to allow the company to focus solely on tea. Products target the mass market and are generally positioned in the middle of the price spectrum for tea. Like most branded teas, Lipton teas are a blend selected from many different plantations around the world, from well-known producing countries like, Sri Lanka, India, Kenya, and China. Lipton Yellow Label is blended from as many as 20 different teas.

Ahmad Tea is a tea company based in London, England. The company produces a range of tea bags, loose teas and gifts including: black tea, green tea, flavoured teas, and herbal teas. They opened a new eco-friendly office in Chandler's Ford, Hampshire in 2010. Ahmad Tea distributes to over 70 countries, where it can be found in selected restaurants, hotels, specialty shops as well as some chains. Ahmad Tea’s headquarters also contains a tea museum, which attracts local guests. In 2015, it was awarded with three Great Taste Awards for various blends.

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Twinings Tea

Dilmah Tea

Twinings is an English markter of tea, based in Andover, Hampshire. The brand is owned by Associated British Foods. It holds the world's oldest continually-used company logo, and is London's longest-standing rate-payer, having occupied the same premises on the Strand since 1706. It maufactures tea, coffee and other hot beverages as well. It also has a broad range of flavours. Worh to mention, it holds the world's oldest continually-used company logo.

Dilmah is a brand of Ceylon tea. The company was founded in 1974 by Merrill J Fernando. The name Dilmah was chosen by combining the first names of Fernando's sons Dilhan and Malik. It is available in over 100 countries including the United Kingdom, Malaysia and more. Dilmah Tea has a wide range of tea series, such as Ceylon Green Tea, Dilmah Real Fresh Iced Tea, Vivid Tea Selection and more.

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TARGET AUDIENCE The core target audience will be consumers who appreciate fancy packaging design.

Besides, the target audience are interested in aromatherapy, they recognise the soothing eects of a sweet fragrance on the mind. The target audience also aware of environmental issues, which will lead them to buy products with reusable packaging. They also appreciate the beauty of traditional art.

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They enjoy Thai spa and massage which can achieve a high level of relaxation. Not only this, they also appreciate the beauty of Asian traditional art such as Balinese architecture, oriental style and more. As BOH is a product made in Malaysia, with this new packaging design, consumers who want to buy souvenirs and gifts for their friends and families are highly expected as one of the target audience.

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FORM DEVELOPMENT Mind Mapping Ideas and Sketches Songket Motif Mock Up Proposed Prototypes Tea Bag Design

MIND MAPPING

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IDEAS AND SKETCHES

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SONGKET MOTIF Laser cut pattern for the wood

Motif is the main element of designing songket patterns. When several motifs are arranged within parts of the songket, patterns are created on the songket cloth. The songket motif above named ‘pucuk rebung’, it is a traditional motif often used for songket design. ‘Pucuk rebung’ literally meaning bamboo shoot, plants are portrayed repeatedly in Malay art because they are believed to have the power of healing those who own the art pieces. This is why I chose ‘ pucuk rebung’ as my motif. Same as the motif, tea has healing power as well, tea is known for its antioxidant content which good for our health.

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MOCK UP First Mock Up

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Mock Up Template 11cm

1cm

4.5cm 10cm 5cm

1cm 11cm

11cm 11cm

11cm

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This is the ďŹ rst mock-up of my design. Originally, there will be a recessed area on the top of the box, however, unfortunately the supplier told me he couldn’t do that for me. So I changed my idea later.

The second idea is similar with the ďŹ rst one, there will be a hole on the top of the box, instead of a recessed area. The glass plate not only for the aroma oil, but also acts as a base in the songket bag which store the tea bags.

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PROPOSED PROTOTYPES All the materials I used for he revamped packaging is recyclable, and the wooden box can be reused as aroma oil burner; the fabric bag inside can also be reused for other purpose later, while the glass plate inside the bag is a part of the aroma oil burner.

The bag is made up of fabric with Songket pattern, which is very suitable for my packaging design. The bag can be opened and closed easily by pulling the ribbon.

To protect the glass plate, Polyethylene Foam is put into the bag.

Polyethylene Foam is strong and highly flexible, ideally suited as the material in shock-absorbing products. Although it is difficult, Polyethylene Foam can actually be recycled in a certain way.

Besides, it is easy to pack and transport due to its cube shape. The wood using for this design is basswood, I chose this wood because it is light and soft, suitable for hand carving which also suitable for laser cutting. It is also solid enough to be transported easily.

I put effort to move towards using sustainable materials to fulfil the criteria for environmentally sustainable design.

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TEA BAG DESIGN In order to match the concept of relaxation and the direction towards Asian traditional art, I was inspired by the form of Thai herbal massage ball. Thai herbal massage ball often used for massage therapy as it can relieve stress and fatigue, induce deep relaxation and boosts both emotional and physical well-being. I think the tea bags look more interesting if they look like mini massage balls.

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Tea Bag Label Initially, the tea bags I made are too long and they can’t fit into the box. So I decided to cut the unnecessary top part to make it shorter.

However, the short teabags are very incovenient for the consumers while they’re drinking the tea.

To reduce the incovenience, I decided to add a label for each tea bag, the labels will hold the tea bags in place so that it will prevent the tea bags from slipping into the cup.

Initial Idea

Final Decision

I prefer this design as there will be a crease along the line, so that people can know the brand is BOH even though they just have a glance.

4cm crease line to hold the tea bag

ArtcardGloss Gloss 230gsm 230gsm Paper used: Artcard

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GRAPHIC APPLICATION Ideas and Sketches Colour Palette Headline Font Subheadline Font and Body Text Front Panel Other Panels Test Print

IDEAS AND SKETCHES

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COLOUR PALETTE

R:122 G:42 B:44 C:15 M:71 Y:0 K:44 Pantone: 2602 C

R:92 G:44 B:144 C:36 M:69 Y:0 K:44 Pantone: 268 C

R:0 G:0 B:0 C:0 M:0 Y:0 K:0 Pantone: 6 C

R:242 G:103 B:33 C:0 M:57 Y:86 K:5 Pantone: 7578 C

R:244 G:124 B:32 C:0 M:49 Y:87 K:4 Pantone: 158 C

R:244 G:179 B:26 C:0 M:27 Y:89 K:4 Pantone: 7409 C

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HEADLINE FONT Font choices for front panel

Seri Seri Songket Songket Great Vibes

Seri

Songket Rough Scripts

Seri Songket Snell Roundhand

Bodoni

Zapfino

Final decision: BOH Seri Songket series always embodies a higher state of tea appreciation, this is why I choose Zapfino as the font for the word ‘Seri Songket’. The reason I chose script font is script font can give the short title a visual boost. This script font gives out elevated and elegant feeling, which suits the product very well. The ascender and the descender of the typeface are very unique, whereby it ables to catch attention very quickly.

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SUB HEADLINE FONT AND BODY TEXT Font choices

EARL GREY with TANGERINE

Baskerville

EARL GREY with TANGERINE Big Caslon Medium EARL GREY with TANGERINE Didot EARL GREY with TANGERINE

Bodoni

EARL GREY with TANGERINE

Futura

EARL GREY with TANGERINE

Raleway

Final decision: The font I choose for sub headline is Baskerville, while the body text is Bodoni. Firstly, I believe that serif fonts can go well with the script font I chose for the front panel. Both script font and serif font look elegant and graceful. The reason I choose Baskerville is each letter of this typeface has an appropiate body width for sub headline, not too wide to snatch the consumer’s attention from the word ‘Seri Songket’, not too narrow to decrease its legibility as well. The stems of the typeface are just as good for its legibility, as the font size will be quite small on the print. Even though Baskerville and Bodoni looks really similar,however, in my opinion, Baskerville has a bigger body width compared with Bodoni, I chose Bodoni as the body text because the body text will be very small and all the words need to be fit in, it is hard for me to fit in all the words very nicely by using Baskerville as my body text.

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FRONT PANEL Choices for front panel

Seri Songket

Seri Songket

COLLECTION

COLLECTION

Net weight 40g (1.4oz)

EARL GREY with TANGERINE f lavoured tea

Seri Songket

20 x 2g sachets

Net weight 40g (1.4oz)

EARL GREY with TANGERINE f lavoured tea

COLLECTION

20 x 2g sachets

Net weight 40g (1.4oz)

EARL GREY with TANGERINE f lavoured tea

20 x 2g sachets

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Seri Songket

COLLECTION

EARL GREY with TANGERINE f lavoured tea

Seri Songket

Seri Songket

COLLECTION

COLLECTION

EARL GREY with TANGERINE

EARL GREY with TANGERINE

f lavoured tea

f lavoured tea Net weight 40g (1.4oz)

20 x 2g sachets

Net weight 40g (1.4oz)

20 x 2g sachets

Net weight 40g (1.4oz)

20 x 2g sachets

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ReďŹ ning the chosen front panel

Seri Songket

COLLECTION

Net weight 40g (1.4oz)

EARL GREY with TANGERINE f lavoured tea

20 x 2g sachets

Paper used:Artcard Artcard Gloss Paper used: Gloss230gsm 230gsm

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OTHER PANELS

TOP PANEL

BOTTOM PANEL

Seri Songket

COLLECTION

With a fragrant flavour, delicate, pungent and soothing EARL GREY with TANGERINE is a perfect treat for afternoon tea.

Excellent alone with lemon, sweetened or with a dash of milk.

BOH have been growing exceptionally fine tea since 1929 when they established Malaysia’s first highland tea garden.

BACK PANEL

Packed In Malaysia by / Dibungkus di Malaysia oleh: BOH PLANTATIONS SDN BHD No.9, Persiaran Hampshire, 50450 Kuala Lumpur, Malaysia.

Distributor in Singapore / Pengedar di Singapura: BOH IN SINGAPORE PTE LTD., 2 Link Road, Singapore 619024.

For enquiries, please write to / Untuk pertanyaan, sila tulis kepada: BOH CONSUMER SERVICES / PERKHIDMATAN PELANGGAN BOH, P.O. Box 10245, 50708 Kuala Lumpur, Malaysia. e-mail: info@boh.com.my W: http://www.boh.com.my

A Splendid Cup of BOH Seri Songket 1. Bring some fresh, filtered water to a boil.

2. For hot tea, place one tea bag in your cup.

3. Add freshly boiled water over your tea bag.

4. Steep for 5 minutes, stir to even out flavor by using the tea bag as a spoon.

Take out the glass plate from Add water and few drops of your the bag and put in on the box, favourite scented oil into the plate, light a tea light and enjoy the aroma!

原产区: 马来西亚

Store in a cool. Serve hot in your favourite cup.

Play good music and chill. Drink.

Ingredient: Tea leaves 90%, Flavouring 10% Use before:

Paper used:Artcard Artcard Gloss Paper used: Gloss230gsm 230gsm

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TEST PRINT

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CONCLUSION Final Packaging Rationale Reection and Acknowledgement

FINAL PACKAGING

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RATIONALE This is a packaging revamp of BOH Seri Songket series, Earl Grey and Tangerine. The overall direction of this design is a mixture of artisan and traditional art, which is suitable to presented as a gift set as well.

The reason I made the box into aroma oil burner is, we will usually thought of ‘relax’ when we mention about aroma oil burner. Same as tea, some people drink tea to achieve relaxation, research has shown, a cup of tea can help fight hormones that are released when we are stressed out. Since both promote relaxation and help us to de-stress, both came in my mind at the same time. Not only this, Seri Songket series are inspired by the traditional fabric, Songket, whereby I can relate it to traditional Asian cultures, which are Thai spa and Balinese massage. Both of these undeniably help us to relax our body and mind, the famous massage method, aromatherapy massage, exploits the ability of body to absorb therapeutic natural oils. This is why my packaging design can turn into a aroma oil burner.

For your information, BOH Plantations is actively involved in conserving the environment, this is why I design a packaging that can be reused after. The materials I used for the packaging such as wood, fabric, tea bags, strings, glass and papers are all recyclable. After the consumers finish all the tea, the wooden box can be used as an aroma oil burner by putting the glass plate on the top of the box; while the bag inside can be reused as well.

The revamped packaging retained the colour of the old packaging, which is violet and orange. This is because both of these colours are very strong and have made a great impression in the market. Orange also represent the tangerine flavour while violet brings out the elegant feeling of tea as well as the beauty of Songket.

The laser cut Songket patterns on the wood not only emphasise the beauty of traditional art, the box also looks appealing with the subtle light of the tea light inside.

Not only I included Songket elements on my front panel, I did the same for other panels as well. The design of Songket motif on my front panel is inspired by traditional Songket flora motif, I modified it by adding tea leaves. Besides, I put in the tea pluckers illustration of old packaging because I love how the designer illustrate the tea pluckers into Songket motif, which was a brilliant idea to include tea element and Songket element at the same time. The instructions of brewing tea and turning the packaging into oil burner are illustrated clearly on the back panel so that the consumers are aware of the packaging’s extra usage.

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REFLECTION AND ACKNOWLEDGEMENT I am quite satisfied with the outcome, however, there are something I need to reflect so that I can do better in the future.

Firstly, I supposedly want to add gold embossed line on the front panel, but I didn’t do that due to lack of time. I should do my work earlier so that everything can go smooth and well.

Besides, the laser cutting on the wood was actually the second version of my design. The original design is too complicated and the spaces between lines are too narrow that laser cut machine couldn’t cut it because the wood will get burned. So I change the design very last minute, in this case, I should do more research about laser cutting before I went to meet my supplier so that I can create a better design.

Not only that, the cutting supposedly has more details, but there’s a part with too many lines and the spaces are too narrow, the part has broken and the final outcome has a large hole around the area. As I said before, I should do more research before I start to design.

The original design for the wooden box is actually a wooden lid with a recessed area so that consumers can pour water on it for aroma oil.

However, I couldn’t find a way to do the area as my supplier only works for laser cutting, so eventually, I changed my idea by using a glass plate instead. I think the whole design will be better if my first idea works.

In this project, I found myself really a careless person. While I thought everything goes well, things did not turn out as I wish. Because of my carelessness, I got a wrong measurement for the wooden box and my supplier cut the wood with wrong measurement. Fortunately, I managed to seek help from a constructor, he helped me to cut my wood perfectly with his machine. With the wrong measurement, I also did a wrong version of front panel and other panels. My careless mistakes cost me more.

A lot of people gave me a helping head while I’m doing this project. A big thank to my supplier for giving me suggestion and offering me an affordable price.I am very thankful to my mother who helped me a lot on sewing the bag. Thanks the constructor who helped me to cut my wood without charging me. I also express my deep sense of gratitude to my lecturer, Ms. Poh Li for guiding me while I am doing my project. Finally I would like to thank my friends for supporting me and giving me opinions all the time.

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