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Product Redesign - Deidra Coles: Comm 462 Advanced Visual Media - Fall 2015

This document provides a redesign plan for Celestial Seasoning's tea products. It summarizes the company's history of promoting healthy living. It then outlines a new mini tea sampler product containing 10 tea bags in 2 flavors per box, aimed at customers wanting to try new teas without commitment. The redesign plan also includes style guidelines for the logo and fonts, color schemes and organic patterns for the packaging, and proposed product photography reflecting nature and health. An example magazine advertisement is provided promoting the new samplers and a "tea time adventure" theme.

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0% found this document useful (0 votes)

136 views16 pages

Product Redesign - Deidra Coles: Comm 462 Advanced Visual Media - Fall 2015

Uploaded by

Deidra

We take content rights seriously. If you suspect this is your content, claim it here.

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Download as PDF, TXT or read online on Scribd

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Product Redesign | Deidra Coles

Comm 462 Advanced Visual Media | Fall 2015

Table of Contents

History

Flat Packaging

Redeign Plan

Product Photography

Style Guide

History

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 grocery 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
arent 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.

Redesign Plan
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 theTea GO-ERS and theStep

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.

Smallest Size

Standard Logo Size

Style Guide
1 in

1 in
This brand, Celestial Seasoning, was redesigned 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.

please dont
6

Must show all parts of Logo

Squishing Vertically

Squishing Horizontal

There arent very many ways to miss use

the logo but here are a few that are not suggested. 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.

Typography
Font: Marketing Print

Font: Packaging

Cambria Regular Body Copy pt 6

Avenir Roman Body Copy

Cambria Bold Sub Titles pt 6

Cambria Regular Foot Notes pt 5

Cambria Regular pt 24 Numbers
Avenir 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, professionalism and purpose of the product.

Avenir 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.

Pattern & Color

Pattern

The 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 representative 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

CMYK

50 0 99 0

4 2 95 0

77 85 36 26

17 98 93 7

75 68 67 90

0000

RGB

140 198 63

251 232 37

75 54 94

193 39 45

000

255 255 255

Pantone

368 C

107 C

669 C

7620 C

179-1 U

Hex #

Color Packaging

8cc63f

fbe825

4b365e

c1272d

000000

ffffff

Textured Fabric: Muslin

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

Flat Packaging

Product Photography
Bar Code

Product

Nutritional Facts

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

Calories 0

Total Fat 0g
Saturated Fat 0g
Trans Fat 0g
Sodium 0mg
Total Carbohydrate 0g
Dietary Fiber 0g
Sugars 0g
Protein 0g

% Daily Values*

0%
0%

0%
0%
0%
0%

* Percent Daily Values are based on a 2,000 calorie diet.

Mini Sampler Designs

Basic details that are on the Printed Packaging as well as

a look at other product options.

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.
13

Product Photography by Deidra Coles

Advertisement
MAGAZINE AD
Starting a movement of living a healthier
and happier life day to day. The Advertisement 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 couldnt 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 Images

http://wallarthd.com/imagepics/beautiful-lake-and-mountain-onforest-wallpaper-full-hd.html
http://pcwallart.com/images/colorado-snowy-landscape-wallpaper-1.jpg

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

http://www.wallpapermay.com/Abstract/Landscape/landscapes_
winter_snow_1920x1200_wallpaper_26053