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BIGELOW

BIGELOW 2014 marks the 69th anniversary for based specialty tea purveyor, Bigelow Tea Co. (Bigelow). To commemorate this landmarkBigelow’s marketing team is seeking to aggressively reinvent the Bigelow brand through an innovative product delivery system, introduced in a gift set package & revolutionary identity initiative, in order to remain relevant in today’s dynamic tea market. Today’s tea industry has shifted focus to appeal to specialty tea connoisseurs whom an elevated drink experience derived from exotic tea disparity between Bigelow’s high quality product offerings & their pedestrian packaging has steered today’s younger generation of tea enthusiasts towards its competitors’ products. Due to this loss of market share, Bigelow wishes to investigate a range of; product deliverypackaging & identity directions, to assess thru global focus group sessions, & in-store surveys.

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