Anthony Battiatobattiato.biz/downloads/work/10_1Battiato_Project2_Tea_final1.pdf · COMPANY...

TEA PACKAGING PROJECTAnthony Battiato

MARCH 12TH, 2015

NAMEANTHONY BATTIATO

DEPARTMENT GRAPHIC DESIGN

INSTRUCTOR VALERIE TALOR-SMITH

SEMESTER SPRING 2015

COURSE PACKAGING DESIGN 2

PROJECT TAYLORS OF HARROGATE

DESCRIPTION PACKAGING SYSTEM

PROJECT TIME-LINE THREE WEEKS

COMPANY BACKGROUND

The story of Taylors of Harrogate began in 1886. CE Taylor & Co was a purveyor of the finest speciality teas, that has grown over the years to black tea, herbal tea, Earl Grey and fruit tea. Based in Yorkshire, Northern England, Charles Edward Taylor who was a Quaker with two sons, Llewellyn and Charles. The sons were sent to Ashby’s in London to learn the art of loose tea buying. The younger son, Charles opened a kiosk tea and coffee shops with tasting rooms in Yorkshire’s booming, highly fashionable Victorian spa towns of Harrogate and Llkley. Local guest visited regularly to purchase tea leaves blended to suit their local water source to give the perfect flavor.

Taylors of Harrogate does not compromises quality over price. Because of this the royal family has been a loyal suppliers to the royal household and the brand bears the Royal Warrant, the ultimate stamp of quality.

For many years the brand has cultivated a philosophy that their tea and coffee products make their customers and the people involved with the production of the products feel better and improve their lives. This result has benefited both the people who produce and consume the products as well as the planet. The management of Taylors of Harrogate regularly visit with the growers and participate with the funding of the Ethical Tea Partnership. This organization helps producers meet international standards. The brand also maintains or achieve certifications with independent entities like the Fairtrade and Rainforest Alliance.

COMPETITIVE HOME MARKETPLACE

Currently Taylors of Harrogate carries three lines of tea: Black Tea, Green Tea, Fruit & Herbal Tea, and a Roast & Ground Coffee line. There are two completely different brands. There is a UK brand and a USA brand. This rebranding project will focus on the USA brand.

DESIGN OBJECTIVE

The goal of the re-branding project is to add a whimsical, Old English, storybook look to the packaging with a fresh and modern flair/color. There will be two different packages created: a small box and individual tea bags. The box will also have a delivery opening so after the container is opened so the consumer can grab a tea bag without needing to open and close the box.

ASSIGNMENT 7.1 DESIGN AND MARKETING BRIEF

PRODUCT LINE

There will be two lines of tea. A breakfast tea and a late afternoon tea (5pm).

APPLICATION USAGE

All design work will be printed directly onto the packaging as well as the individually packaged bags. There will also be a simple tag and string tethered to the physical tea bag.

TARGET AUDIENCE

Male and female ages between 20 and 60 who enjoy English tea. The audience has some connection with Europe. Either origination or from visiting or reading.

PRICE RANGE

Mid price range for tea. $5 for a box of 20 bags.

DIRECT COMPETITORS

Teavana, The Republic of Tea, Twinings, Adagio Teas, Harney & Sons, Mighty Leaf Tea, Tea Forté, and Tazo.

INDIRECT COMPETITORS

Starbucks, Target, Small Coffee Roasters,

KEY ADJECTIVES

SUB -BRAND NAMING IDEAS

UNIQUE SELLING POINT

Taylors of Harrogate has a long history of sourcing only the best teas in the world. The company has survived WWII and has kept the passion for tea within their family since 1886. This heritage fits the audience who want to enjoy a robust cup of tea from a brand that knows good tea.

Old EnglishScriptSophisticatedFresh and airySafari

StorybookModern flairWhimsicalAuthenticRefreshing

English MorningGood DayLondon SkySummer HouseMorning light

Tea TimeQuick FoxDishy FoxJolly Fox









ASSIGNMENT 7.2 MOOD BOARD









ASSIGNMENT 7.3 CONCEPT SKETCHES














PROJECT CALVIN KLEIN HOME PAINT


PROJECT TIME-LINE SIX WEEKS

ASSIGNMENT 8.1 SECOND ROUND OF SKETCHING

ROUGH FOX CONCEPT REALIZED

Da�er FoxDa�er Fox �e �e �eDa�er Fox

BY APPOINTMENT TO H.R.H. THE PRINCE OF WALES SUPPLIERS OF BEVERAGES, TAYLORS OF HARROGATE, NORTH YORKSHIRE



EARL GRAY HERBAL TEAENGLISH BREAKFAST TEA

ASSIGNMENT 8.1 DIGITAL SKETCH REFINEMENT

BOX: FRONT SIDE

















ASSIGNMENT 8.1 DIGITAL SKETCH REFINEMENT

TEA BAG CONTAINERS

HANG TAGS

BY APPOINTMENT TO H.R.H. THE PRINCE OF WALES

SUPPLIERS OF BEVERAGESTAYLORS OF HARROGATE, NORTH YORKSHIRE





Da�er FoxDa�er Fox �e �e �eDa�er FoxEARL GRAY HERBAL TEAENGLISH BREAKFAST TEA

FRONT BACK FRONT BACK FRONT BACK

ENGLISH BREAKFAST TEA

EARLGRAY TEA

HERBALTEA



EARLGRAY TEA

HERBALTEA



EARLGRAY TEA

HERBALTEA









ASSIGNMENT 9.1 DIGITAL SKETCH REFINEMENT 2

FRONT SIDE OF BOX

2 0 S A C H E T S 5 0 G 1 . 7 6 O Z 2 0 S A C H E T S 5 0 G 1 . 7 6 O Z2 0 S A C H E T S 5 0 G 1 . 7 6 O Z

BY A PPOIN TM EN T TO H.R .H. PR INCE OF WA LES

SUPPLIERS OF BE V ER AGESTAY LORS OF HA RROGAT E, NOR TH YORKSHIRE





O F H A R R O G AT E, E S T. 18 8 6 O F H A R R O G AT E, E S T. 18 8 6 O F H A R R O G AT E, E S T. 18 8 6

CLEVER BREAKFAST TEA CHEEKY EARL GREY TEA EASY PEASY BERRY TEAA RICH AND REF RESHINGBL END OF THE WORL D’S

BES T T E AS

A RICH AND REF RESHINGBL END OF THE WORL D’S

BES T T E AS


BES T T E AS










BACKSIDE OF BOX


CLEVER BREAKFAST TEA

This much-loved classic is our special blend of teas from two of the World’s most famous

tea growing regions, India and Africa.

For the perfect cup add freshly boiled water and infuse for 4-5 minutes. Serve with or without milk to taste.

Founded in 1886, we are an independent family business, dedicated to the pleasures of good tea and coffee.

In every cup of our tea you can taste the skill, creativity and craftsmanship of our tea blenders. We visit tea estates personally to select only the �nest seasonal

hand-plucked teas.

By investing in long-term partnerships and paying fair prices, we are able to make a positive difference to the

quality of our teas and the lives of the growers.

Blended and packed in the UK by Betty & Taylors of Harrogate

North Yorkshire HG2 7LD

www.taylorsofharrogate.co.uk

100˚c4-5

mins+ + 1 cup






hand-plucked teas.






100˚c4-5

mins+ + 1 cup






hand-plucked teas.






100˚c4-5

mins+ + 1 cup

CHEEKY EARL GREY TEA EASY PEASY BERRY TEA










TEA BAGS AND HANG TAGS

FRONT BACK

FRONT BACK

FRONT BACK

FRONT BACK

FRONT BACK

FRONT BACK

CLEVER BREAKFAST TEA CHEEK Y EARL GREY TEA

O F H A R R O G AT E, E S T. 18 8 6 O F H A R R O G AT E, E S T. 18 8 6

O F H A R R O G AT E, E S T. 18 8 6

EASY PEASY BERRY TEAA RICH AND REF RESHINGBL END OF THE WORL D’S

BES T T E AS

CHEEK Y EARL GREY TEAA RICH AND REF RESHINGBL END OF THE WORL D’S

BES T T E AS

CLEVER BREAKFAST TEAA RICH AND REF RESHINGBL END OF THE WORL D’S

BES T T E AS



This much-loved classic is our special blend of teas from t wo of the

World ’s most famous tea growing regions, India and Afr ica.

For the per fect cup add freshly boiled water and infuse for 4 -5

minutes. Ser ve wi th or wi thout milk to tas te.

Blended and packed in the UK by Bet t y & Taylors of Harrogate

Nor th Yorkshire HG2 7L Dw w w.taylorsofharrogate.co.uk

100˚c4-5

mins+ + 1 cup


CHEEK Y EARL GREY TEA







100˚c4-5

mins+ + 1 cup


EASY PEASY BERRY TEA







100˚c4-5

mins+ + 1 cup











ART WORK WITH DIE OVERL AY

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This much-loved classic is our special blend

of teas from tw

o of the World’s m

ost famous

tea growing regions, India and A

frica.

For the perfect cup add freshly boiled water and infuse

for 4-5 minutes. Serve w

ith or without m

ilk to taste.

Founded in 1886, we are an independent fam

ily business, dedicated to the pleasures of good tea and coffee.

In every cup of our tea you can taste the skill, creativity and craftsm

anship of our tea blenders. We visit tea

estates personally to select only the �nest seasonal hand-plucked teas.

By investing in long-term

partnerships and paying fair prices, w

e are able to make a positive difference to the


Blended and packed in the U

K by B

etty & Taylors of H

arrogateN

orth Yorkshire HG

2 7LD

ww

w.taylorsofharrogate.co.uk

100˚c4-5

mins

++

1 cup











ART WORK WITH DIE OVERL AY









ASSIGNMENT 10.1 DIGITAL FINAL

FRONT PANEL

2 0 S A C H E T S 5 0 G 1 . 7 6 O Z 2 0 S A C H E T S 5 0 G 1 . 7 6 O Z2 0 S A C H E T S 5 0 G 1 . 7 6 O Z





CLEVER BREAKFAST TEA CHEEKY EARL GREY TEA EASY PEASY BERRY TEAA RICH AND REF RESHINGBL END OF THE WORL D’S

BES T T E AS


BES T T E AS


BES T T E AS










BACK PANEL








hand-plucked teas.






212˚f4-5

mins+ + 1 cup






hand-plucked teas.











hand-plucked teas.






CHEEKY EARL GREY TEA EASY PEASY BERRY TEA

212˚f4-5

mins+ + 1 cup212˚f4-5

mins+ + 1 cup










TEA BAGS AND TAGS

FRONT BACK

FRONT BACK

FRONT BACK

FRONT BACK

FRONT BACK

FRONT BACK

CLEVER BREAKFAST TEA CHEEK Y EARL GREY TEA

EASY PEASY BERRY TEAA RICH AND REF RESHINGBL END OF THE WORL D’S

BES T T E AS

CHEEK Y EARL GREY TEAA RICH AND REF RESHINGBL END OF THE WORL D’S

BES T T E AS

CLEVER BREAKFAST TEAA RICH AND REF RESHINGBL END OF THE WORL D’S

BES T T E AS








CHEEK Y EARL GREY TEA














212˚f4-5

mins+ + 1 cup

212˚f4-5

mins+ + 1 cup

212˚f4-5

mins+ + 1 cup



O F H A R R O G AT E, E S T. 18 8 6 O F H A R R O G AT E, E S T. 18 8 6












ASSIGNMENT 10.1 FINAL

DIGITAL CUSTOM DIE L INE AND CUT SAMPLE

EASY PEASY BERRY TEAA

RIC

H A

ND

REFR

ESH

ING

BLEN

D O

F THE W

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BES

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S

EAS

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ERR

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GR

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TS: B

LAC

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ICA

N A

ND

IND

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US

A B

RA

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S OF B

RITA

IN LLC

SA

N R

AM

ON

, CA

94583

TEL: 800.646.6974

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AN

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IND

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TAG

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OF

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18

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This

muc

h-lo

ved

clas

sic

is o

ur s

peci

al b

lend

of

teas

from

two

of th

e W

orld

’s m

ost f

amou

s te

a gr

owin

g re

gion

s, In

dia

and

Afr

ica.

For t

he p

erfe

ct c

up a

dd fr

eshl

y bo

iled

wat

er a

nd in

fuse

fo

r 4-5

min

utes

. Ser

ve w

ith o

r with

out m

ilk to

tast

e.

Foun

ded

in 1

886,

we

are

an in

depe

nden

t fam

ily b

usin

ess,

de

dica

ted

to th

e pl

easu

res

of g

ood

tea

and

coff

ee.

In e

very

cup

of o

ur te

a yo

u ca

n ta

ste

the

skill

, cre

ativ

ity

and

craf

tsm

ansh

ip o

f our

tea

blen

ders

. We

visi

t tea

es

tate

s pe

rson

ally

to s

elec

t onl

y th

e �n

est s

easo

nal

hand

-plu

cked

teas

.

By

inve

stin

g in

long

-ter

m p

artn

ersh

ips

and

payi

ng fa

ir pr

ices

, we

are

able

to m

ake

a po

sitiv

e di

ffer

ence

to th

e qu

alit

y of

our

teas

and

the

lives

of t

he g

row

ers.

Ble

nded

and

pac

ked

in th

e U

K by

B

etty

& T

aylo

rs o

f Har

roga

teN

orth

Yor

kshi

re H

G2

7LD

ww

w.ta

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sofh

arro

gate

.co.

uk

EASY

PEAS

Y BER

RY TE

A

212˚

f4-

5m

ins

++

1 cu

p

20 SAC

HE

TS 5 0 G

1 . 7 6 OZ

BY APPOINTM

ENT TO H

.R.H.

PRINCE OF WALES

OF

HA

RR

OG

AT

E, E

ST

. 18

86

EASY PEASY BERRY TEAA

RIC

H A

ND

REFR

ESH

ING

BLEN

D O

F THE W

OR

LD’S

BES

T TEA

S









ASSIGNMENT 10.1 FINAL PROTOT YPE

FRONT AND BACK OF 8 SIDED

ERGONOMIC TEA BOX










CLEVER BREAKFAST TEA VARIET Y

WITH BOT TOM SHOT OF BOX










CHEEK Y EARL GREY TEA VARIET Y

WITH TEA BAG AND CLOSE UP SHOT










EASY PEASY BERRY VARIET Y & ALL TEA BAGS

WITH TAG FRONT AND BACK

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