Product Redesign | Deidra ColesComm 462 Advanced Visual Media | Fall 2015

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Product PhotographyRedeign Plan

AdvertisementStyle Guide

Flat Packaging

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History:

Celestial Seasoning: Back in 1969, they started their company, which was one of the original herbal tea companies that started a new way of thinking about tea. Starting a movement of living a healthier and happier life day to day.

Research:

When looking at there display in a local gro-cery store. The options of choices are many but there are really only two options to get different flavors. The first is to buy in bulk.

There is a large variety to buy in bulk but this is a target for people who like tea and who have most likely tried it before. Or who aren’t afraid to try something new. But both will leave a dent in the wallet.

The second option is like the first in that it gives you choices except on a smaller scale but there are

The options are some of the popular teas and are considered “Samplers” this gives perspective clients the chance to try different flavors. But this option is limited to 10 flavors.

History

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To keep in sync with there history, ‘Starting a movement of living a healthier and happier life day to day,’ spreading this word and opportunity to people who want to take a step in the healthier direction (“Step in the Healthier Direction”) but who are maybe hesitant to buy the normal size (20 packets per box) try something they might in the end dislike and then be stuck with a large amount of unwanted product.Or who want to branch out of the samplers but again are hesitant to try new things.

This product is targeted to the “Step in the Healthier Direction” Clients as well as to the travel on the go. “Tea GO-ERS” who want there tea with them all the time.

The help with the”Tea GO-ERS” and the”Step in the Healthier Direction” the normal box size products are going to be mini boxes of tea. Looking at the displays at the store there are really no option like the mini box of tea

in any of the other competitors. To allow for opportunity to try new type of tea with out the repercussion of loss. The mini tea boxes have 10 packets of tea bags in each box. Two flavors of tea will be in each box. This design will open the market for celestial on two fronts to two different types of clients; the already committed client and the new client. only two options for that.

Redesign Plan

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This brand, Celestial Seasoning, was rede-signed just recently from its packaging to its logo. So this is just showing how the logo should be used and not used.

Not redesigning the logo becuase it was one just redesigned and is no longer dated in its design, which was what was holding it back! The design of this logo is is clean, simple,

and uncluttered while also showing a little splash of fun with the ‘celestial star’ over the i. The typography of the ‘celestial’ has serifs that play in with the little star and its swishy motion of the tail.

Style Guide

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Must show all parts of Logo

Squishing Vertically

Squishing Horizontalplea

se d

on’t

There aren’t very many ways to miss use the logo but here are a few that are not sug-gested. By doing any of these three or even everations of this will result in bad design, decline in promotion of product and unclear view of who the client is.

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Typography

Font: Marketing Print

Cambria Regular Body Copy pt 6

Cambria Bold Sub Titles pt 6

Cambria Regular Foot Notes pt 5Cambria Regular pt 24 NumbersAvenir Roman pt 6

Avenir Roman pt 24 Titles

The Marketing Fonts where chosen for there simplistic and clean lines and open feeling of the font. This was to represent the non-clutter of the design, professional-ism and purpose of the product.

Font: Packaging

Avenir Roman Body CopyAvenir Black Titles

The Packaging was simplified in its font choices and was only given one font but had variation in size and proximity of the fonts. The Avenir Font was chosen do to its clean and round curves. This gave a friendly and approachable feel.

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Pattern & ColorThe packaging of this Mini Sampler Tea is to be a “little sister” of the main packaging. To keep with that idea a bright and inviting colors where chosen and organic and rep-resentative patterns were created as well as textures. While the colors of the packaging might not make since they are representing many tea packets so a color was chosen to represent that. For example green with Green Tea Products, yellow for Chamomile Products, purple for Fruit, red for Seasonal/ Holiday items.

Traditional/ Classic Tea Seasonal/Holidays Fruit

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Color Packaging

CMYK 50 0 99 0 4 2 95 0 77 85 36 26 17 98 93 7 75 68 67 90 0 0 0 0

RGB 140 198 63 251 232 37 75 54 94 193 39 45 0 0 0 255 255 255

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one

368 C 107 C 669 C 7620 C 6 C 179-1 U

Hex

# 8cc63f fbe825 4b365e c1272d 000000 ffffff

Textured Fabric: Muslin https://www.onlinefabricstore.net/images/product-images/standard/oldclf_1.jpg

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Nutrition FactsServing Size 1 tea bag (2g)Servings Per Container 5Amount Per Serving

Calories 0% Daily Values*

Total Fat 0g 0%Saturated Fat 0g 0%Trans Fat 0g

Sodium 0mg 0%Total Carbohydrate 0g 0%

Dietary Fiber 0g 0%Sugars 0g

Protein 0g 0%*Percent Daily Values are based on a 2,000 calorie diet.

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Product Photography

Basic details that are on the Printed Packaging as well as a look at other product options.

Mini Sampler Designs

Product

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The photography is to reflect the nature. Giving it an organic feel while keeping in mind the statment Celestial Seasoning said ‘Starting a movement of living a healthier and happier life day to day’.

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Product Photography by Deidra Coles

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Advertisement

MAGAZINE AD

‘Starting a movement of living a healthier and happier life day to day’. The Advertise-ment is to show this statement like in the photography. So keywords where chosen for the advertisement, the keywords where health, nature, organic. But there was also a dash of fun thrown in. Because who said structure and traditional couldn’t be a adventure.

This was reinforced with a tagline of Tea Time Adventure to both focuses on the “Step in the Healthier Direction” clients as well as “Tea GO-ERS”. This was also reinforced with a statements like:

Life is an adventure; why not take your favorite tea with you! Celestial Seasoning New Mini Flavor Tea Samplers.

Images where also chosen with these things in mind.

Sources of Imageshttp://wallarthd.com/imagepics/beautiful-lake-and-mountain-on-forest-wallpaper-full-hd.html

http://pcwallart.com/images/colorado-snowy-landscape-wall-paper-1.jpg

http://tutorialfreakz.com/wp-content/uploads/2012/10/Land-scape-Photography-Ice.jpg

http://www.wallpapermay.com/Abstract/Landscape/landscapes_winter_snow_1920x1200_wallpaper_26053

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