Weikfield Organic Tea Packaging Case Study 120108

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Weikfield Organic Tea Packaging Case Study 120108

  1. 1. The Growth Catalysts
  2. 2. Premium Tea Packaging for the European market Weikfield Products India Pvt., Ltd.
  3. 3. <ul><ul><ul><li>To design brand identity and Packaging for a premium organic tea for a European launch </li></ul></ul></ul><ul><ul><ul><li>The identity and packaging to be the main launch vehicles </li></ul></ul></ul><ul><ul><ul><li>Multiple challenges like no brand presence in Europe, low brand promotion spends, entry barriers, competition, retail & packaging requirements, etc. </li></ul></ul></ul>Business Challenge for the Client
  4. 4. Identify : How does one create amazing use case experience? How does one create brand recall through packaging? How does one engage & connect longer with the consumer? (traditional touch points are retail & kitchen) Our research suggested that organic tea is perceived more as an experience than a mere beverage. Secondly, time spend with the brand/ pack is very less leading to low brand exposure and low consumer engagement. The pack is confined to kitchen & never makes it to the dining or living areas negating any possibility of brand visibility or exposure to other person or the guests. Lowering word of mouth chances Integrate : The design had to be integrated with the launch strategy, target market, brand positioning, production, costs, logistics, etc. The brand values also need to be reflected through the packaging design The Process
  5. 5. <ul><li>Innovate </li></ul><ul><li>The brand identity is an unique combination of traditional Indian motifs & contemporary European aesthetics. Sophisticated & matured </li></ul><ul><li>The package not only does its primary job of containing but is a central part of the overall presentation. Innovation is in the packaging format, the way the pack opens is like a cigar case, transcending from being a mere container to a presentation format, engaging & connecting with the consumer for longer period. (Pack is offered to the other person/ guest, who then would pick up a tea bag sachet this process ensures longer involvement with the brand & pack) </li></ul><ul><li>Longer the involvement better chances of relationships and word of mouth publicity </li></ul><ul><li>The packaging graphics were designed in a way that the brand visibility & image remained undisturbed in both horizontal & vertical placement </li></ul>The Process
  6. 6. Translate : The innovation translated into a high-impact launch. High-end positioning was achieved due to the strategic design thinking, brand identity and visual graphics Package is extended from a container to a presentation format while maintaining same costs Totally staple less design (reduced cycle time = lower costs) Maximize : The brand success far exceeded the expectations with a first year sales return of 110%. Weikfield was granted one star by international jury of European Chefs and Sommelier The Process

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