Development of packaging for St. Petersburg tea shop Cup in Cup
Let’s say you are a tea fan. You love different tastes or just one, but the quality of the product is important to you. For good tea, you may go to a tea shop like Cup in Cup. In Russian retail, this category sells mainly Chinese and Indian teas. Therefore, you might see many identical packages with incomprehensible names on the store shelf. And, of course, you don’t know the difference between Shui Xian and Ruogui, Pu'er and Zhou Gui. How do they all taste? There is no black tea there at all, because we can call them red. And there are so many types of tea that it is impossible to sort them. Chances are, you either won’t make a purchase or you won’t enjoy what you bought.
Let’s say you are a tea fan. You love different tastes or just one, but the quality of the product is important to you. For good tea, you may go to a tea shop like Cup in Cup. In Russian retail, this category sells mainly Chinese and Indian teas. Therefore, you might see many identical packages with incomprehensible names on the store shelf. And, of course, you don’t know the difference between Shui Xian and Ruogui, Pu'er and Zhou Gui. How do they all taste? There is no black tea there at all, because we can call them red. And there are so many types of tea that it is impossible to sort them. Chances are, you either won’t make a purchase or you won’t enjoy what you bought.
What’s the plan?
Then a team of designers and strategists enter the tea store. And it turns out that you also haven’t figured out all this, but with the idea that you yourself will tell you most clearly about tea after you try it. We came up with a plan — to get a group of tea lovers together, give them a taste of the product and ask them to draw a taste, and then describe it in words.
Then a team of designers and strategists enter the tea store. And it turns out that you also haven’t figured out all this, but with the idea that you yourself will tell you most clearly about tea after you try it. We came up with a plan — to get a group of tea lovers together, give them a taste of the product and ask them to draw a taste, and then describe it in words.
Development of packaging for St. Petersburg tea shop Cup in Cup Let’s say you are a tea fan. You love different tastes or just one, but the quality of the product is important to you. For good tea, you may go to a tea shop like Cup in Cup. In Russian retail, this category sells mainly Chinese and Indian teas. Therefore, you might see many identical packages with incomprehensible names on the store shelf. And, of course, you don’t know the difference between Shui Xian and Ruogui, Pu'er and Zhou Gui. How do they all taste? There is no black tea there at all, because we can call them red. And there are so many types of tea that it is impossible to sort them. Chances are, you either won’t make a purchase or you won’t enjoy what you bought. |
What’s the plan? Then a team of designers and strategists enter the tea store. And it turns out that you also haven’t figured out all this, but with the idea that you yourself will tell you most clearly about tea after you try it. We came up with a plan — to get a group of tea lovers together, give them a taste of the product and ask them to draw a taste, and then describe it in words. |
Let’s try
At the tasting session, it was important for us to create a trusting atmosphere between the participants in order to support their creative impulse and inspire them to create drawings and descriptions of tea. To do this, we invited a psychologist who acted as a moderator. In addition, we had:
10
tea lovers of different genders, age and profession.
4
hours to try, discuss and create.
6
different types of tea: from Pu'er to white tea and grassy.
Let’s try
At the tasting session, it was important for us to create a trusting atmosphere between the participants in order to support their creative impulse and inspire them to create drawings and descriptions of tea. To do this, we invited a psychologist who acted as a moderator. In addition, we had:
10
tea lovers of different genders, age and profession.
4
hours to try, discuss and create.
6
different types of tea: from Pu'er to white tea and grassy.
We brew
Further drawings were processed by designers. Based on what people depicted at the tasting, they created abstract illustrations for packages. The task was to convey the sensations of a particular tea due to the shape and color. And copywriters made texts for packages that describe tastes from the quotes of the participants. This is how the packaging turned out, which literally speaks the language of the consumer.
Further drawings were processed by designers. Based on what people depicted at the tasting, they created abstract illustrations for packages. The task was to convey the sensations of a particular tea due to the shape and color. And copywriters made texts for packages that describe tastes from the quotes of the participants. This is how the packaging turned out, which literally speaks the language of the consumer.
Epilogue
New packages have become simple and understandable, both at the level of sensations and at the level of words. Customers can choose tea without even consulting the seller. The packaging makes the product predictable for the consumer as he knows exactly what to expect when he takes it off the shelf in the store. And the Cup in Cup brand has become unique as it stands out and is easy to recognize among competitors.
New packages have become simple and understandable, both at the level of sensations and at the level of words. Customers can choose tea without even consulting the seller. The packaging makes the product predictable for the consumer as he knows exactly what to expect when he takes it off the shelf in the store. And the Cup in Cup brand has become unique as it stands out and is easy to recognize among competitors.
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