Client: Company Yanyshev
Project task: Development of packaging for premium Chinese tea in mandarin.
Note: the project includes only the design development; the packaging layout and logo will be provided by us.
Brand: Living Taste
Product: A special type of tea fermented in mandarin, price segment: medium +
Note: The cardboard packaging will contain 4 pieces of dried mandarins with tea inside, wrapped in rice paper (each mandarin will be individually wrapped in paper).
Product uniqueness: Currently, there is no tea of this kind available in the retail segment, except in specialized stores. Due to fermentation in citrus fruit, the tea absorbs an incredible citrus aroma, making it exceptionally tasty.
It is planned that the tea will be sold in modern, non-boring packaging of a convenient size, which can be purchased for home use as a daily purchase, but most likely as a gift for someone.
Note: Subsequently, the product line may be expanded. It may include different types of tea in various citrus fruits, for example, green tea in lemon, etc.
Accordingly, the design should easily transfer to other products.
Sales geography: Saint Petersburg, Moscow, and subsequently other cities in Russia.
Future sales locations:
Definitely: Azbuka Vkusa, Globus Gourmet, Perekrestok
Probably: Auchan, Perekrestok, Lenta
Main competitors: Since there is no such product on store shelves, it is a novelty and exclusivity, but competitors may include various types of premium tea in gift packaging, possibly in tin.
Key buyers: Mainly middle-class people and above. The client values quality, taste, and aesthetics of packaging the most.
They use the internet, travel regularly, or very much want to travel regularly.
They care about health, experiment with food, and are ready to accept new taste sensations.
They visit stores from our initial list regularly or occasionally – in search of new or specific products not sold in large chains.
Who and how makes the purchasing decision: In the case of buying for home or as a gift – most likely both women and men. The purchasing decision arises impulsively, based on price, packaging attractiveness, "naturalness" of the product, and interesting taste qualities. As brand recognition grows, the purchase becomes targeted.
Note:
The tea is unlikely to attract a teenage audience; the flavors are too complex for them, and the price is above average, so we are targeting an audience aged 25 and older.
Desired brand positioning:
Unusualness, uniqueness of the product
Highest quality
Bright unforgettable taste
Portioning – one mandarin for one teapot
Attractive packaging design that is not embarrassing to present as a gift
Not harmful
100% natural
Socially responsible (the manufacturer's responsibility to the buyer, nature, and society)
Mandatory elements to use:
Packaging shape – rectangular.
Format – 11 X 11 X 4 cm
Material for making the box: cardboard + transparent plastic window + insert
Color (possibly) – black (premium) + any other shades of your choice.
Any color can be applied to the logo.
A cardboard box will contain an insert that will hold 4 mandarins with tea. The mandarins, in turn, will be in individual packaging – rice paper.
Photos and illustrations: it is preferable to use food photos or illustrations of fresh mandarins, not dried. For example, retouching in the form of a mandarin with peeled skin, inside which is tea (dried tea leaves). Or in some other way of your choice.
We do not want to limit designers in the style of illustrations, and in general, the text above is just an approximate vision that can be disregarded and follow your "own path".
Text elements:
Brand name "Living Taste"
Product name and its specific type: Tea in fruits. Mandarin. Black tea.
Suggestion that the tea is portioned, one mandarin for one teapot
100% natural
References:
https://www.behance.net/gallery/74880817/Wild-and-Tasty
https://www.behance.net/gallery/15816787/fotoretush
https://www.behance.net/gallery/27971637/Stravinsky
https://www.behance.net/gallery/59288943/Jiangnan-Club-TEA
https://www.behance.net/gallery/75895663/Greenfield-Package-Design
https://www.behance.net/gallery/49658915/Tea-Lovers
https://www.artlebedev.ru/os/young/
http://ragordost.ru/works/volshebnica
https://btw.by/kejsy/129-fabula-branding-dizajn-upakovki-chocolate-dlya-bongenie.html
Contest conditions:
Our company provides you with a box template and the brand logo.
With the author of the option we like the most, we will continue working on this project until the final result (making corrections, applying all technical information, which we will also provide).
The author we will collaborate with will receive 50,000 rubles from our company.
Your works will be accepted within a month from 06.05.19 to 06.06.19.
The final decision will be made by an expert jury, which includes the founder of "Yanyshev" Fyodor Yanychev, art director Yulia Arisova, and sales department head Kirill Kastyukovets.
