Packaging Design Designed by
Christina Marsh Purdue University AD 432 | Professor Li Zhang Spring 2012
Packaging Design Christina Marsh AD 432 Visual Communications Design IV Professor Zhang
Packaging Design Christina Marsh AD 432 Visual Communications Design IV Professor Zhang
Back Side: 10.75” x 3.25”
Side: 3.25” x 3.25”
Top Lid: 11.25” x 3.5”
Inside of Lid: 11.25” x 3.5”
Inside: 10.75” x 3.25”
Bottom: 10.75” x 3.25”
Tea Packet: 7.75” x 3”
Packaging Design Christina Marsh AD 432 Visual Communications Design IV Professor Zhang
Side: 3.25” x 3.25”
Product Packaging
Reflections
Product
Obectives
Top of the Morning Tea, Weekly Teabox Collection
Markets
International Markets
Targeted Cosumer Groups
25-40 year olds who enjoy having tea everyday, not just for enjoyment, but also for health benefits.
Marketing Strategies
Generate strategies to promote sale and branding. My strategy included creating a solid, reusable package, and providing a unique experience to consumers through informational presentation and aesthetic conveyed through materials.
I had a few different objectives in my package design. I firstly wanted to highlight the various benefits that come with drinking tea, such as energy, mental and physical health, concentration, and relaxation. Secondly, I wanted to create a package that was sophisticated (modeling the sophistication associated with tea), attractive, and very sustainable. I hate throwing things away, so using materials that are able to be reused and refilled was very important to me. Thirdly, I wanted to provide a very sophisticated but fun, informational, and slightly humurous experience for consumers.
Solution
For my first objective (highlighting tea’s benefits) I did extensive research on different types of tea to discover if one was more beneficial to drink than another. I found that all teas are very similar in the benefits that they provide. For my second objective (sustainability), I chose to construct a wooden box. I stained the box in a rich dark mahogony color, and added a deep pruple ribbon as an accent to the blackberry flavor of the tea. I really wanted to construct a package that consumers would be able to use again by purchasing refill tea packages from the same line of tea. For my third objective (experience), I chose to loosely model my box after the concept of a vitamin pill box. I laid the box out with 7 compartments, one for each day of the week, and placed an informational label on the inside of the lid. I had been intrigued by the textual layout of a chocolate box, and liked placing the information in the lid of the package. I feel this makes the entire package a unique experience. This label not only surprises consumers by providing information about the tea, but also provides this informations to the consumer in a very interesting way.
Learning Outcome
I learned a few different things while working on this project. The first thing that I learned is how to make a nice wooden box. The entire process of measuring, cutting, staining, and glossing the wood was long and tedious, but I think that the craft is quite good considering this is my first attempt at making a wooden box. I learned that I would do a few things differently in the construction, such as staining and glossing the pieces well before trying to assemble the box. Another thing that I learned, or was reminded of its importance, is how an experience with the package is necessary to build branding and help consumers connect that experience with your product. A box of tea is just a box of tea, until you add the unique experience of opening the box, learning about the product, and helping consumers connect that experience with your company/product.
Credits and References
Nutrition facts referenced from Lipton Tea’s Blackberry Tea Net weight also referenced from Lipton Tea
Packaging Design Christina Marsh AD 432 Visual Communications Design IV Professor Zhang