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A Better Box of Tea

DESCRIPTION

The project assumed strengthening and refreshing the image of Bigelow Tea brand while preserving its identity. After almost 70 years of brewing classic teas, R.C. Bigelow found itself in a new marketplace with competition against brands that offer everything from butterscotch to banana flavors. Bigelow has kept up by greatly expanding its own offerings, now selling more than 100 varieties of tea, including kosher and organic products. The problem with all that growth was that consumers began to confuse the brand with its competitors. The company asked IDEO to design a campaign conveying its story to younger customers and emphasizing great attention the company shows to the environment and ecology. Any changes to the product or its packaging would have to improve the brand perception without discouraging Bigelow Tea’s loyal customers. After many interviews with tea drinkers, IDEO and Bigelow executives learned that the brand could differentiate itself by crafting a strong point of view - one that cultivates and celebrates tea enthusiasts with a superior yet accessible product. For this purpose, a company identity system was refreshed. The new packaging ties together all of Bigelow’s lines of tea. Each box features bold graphic elements like a larger, easier-to-read logo, instructions for brewing a perfect cup of tea, a caffeine “caff-o-meter,” and the name of the team member who packed the box. Bigelow boxes now stand out when stacked on store shelves, winning over tea drinkers and retailers alike.

JUSTIFICATION

A typical example of a commercial use of intensive consultations with customers (social inquiry) in order to refresh the company image without deflecting from brand tradition.

REFERENCES

https://www.ideo.com/case-study/a-better-box-of-tea

 

 

TYPE OF EXAMPLE

 

GOOD

DETAILS

AUTHORS

IDEO

YEAR

2014

PREPARED FOR

BIGELOW TEA

COUNTRY

USA

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