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I h a v e c h o s e n t o c re a t e a n e w b r a n d i d e n t i t y a n d p a c k a g i n g f o r a

Abstract

s m a l l g ro w i n g c o m p a n y. B r a n d i d e n t i t y i s a n a s p e c t i n d e s i g n w h i c h I am very passionate about, I feel it is a large part of the design w o r l d a n d i s s e e n a n d n e e d e d e v e r y w h e re . A n i d e n t i t y i s a w a y t o c re a t e a re l a t i o n s h i p w i t h a n a u d i e n c e a n d p re s e n t y o u r s e l f t o t h e m a r k e t t h e w a y n e e d e d t o b e s u c c e s s f u l . A w o rd I f e e l d e s c r i b e s m y p a s s i o n f o r d e s i g n i s t h e g re e k w o rd m e r a k i , m e a n i n g t o d o s o m e t h i n g w i t h s o u l , c re a t i v i t y o r l o v e ; t o p u t s o m e t h i n g o f y o u r s e l f i n t o y o u r w o r k . I h a v e b e e n l u c k y w i t h t h i s p ro j e c t t h a t m y l o v e f o r t e a i s a l s o a b l e t o b e p re s e n t e d t h ro u g h m y d e s i g n . I n f o r m a l Te a i s a s m a l l t e a c o m p a n y b a s e d i n Ta u r a n g a N e w Z e a l a n d . I f t h e re i s o n e w o rd t o d e s c r i b e t h e t e a i t w o u l d b e o r g a n i c . I n f o r m a l t e a i s a l l a b o u t t h e i r i n f o r m a l , c a s u a l p e r s o n a l i t y, c o m m i t m e n t t o b i o d i v e r s i t y, q u a l i t y t e a a n d i n d e p e n d e n c e b u t t h e re i s m o re t o t h e i r b r a n d a n d t h e t e a t h a n t h i s . Te a i s a n a r t f o r m w i t h i t s o w n c u l t u re . W i t h m y d e s i g n I i n t e n d t o p o r t r a y w h a t I n f o r m a l Te a h a s l e f t o u t o f i t s c u r re n t i d e n t i t y, t h e h i s t o r y , c u l t u re a n d e t h i c s . M y m e t h o d s t o b e g i n m y p ro c e s s s o f a r h a v e b e e n : - Interviews with the client - p e r s o n a l l y m e e t i n g w i t h t h e c l i e n t t o g e t a f e e l f o r w h o t h e y a re a n d h o w t h e y t h e m e s e l v e s a re p re s e n t e d t h ro u g h t h e b r a n d . - s i t e v i s i t s t o s e e w h e re t h e p ro d u c t s a re s o l d a n d h o w t h e y a re displayed to the markets. I have also taken a look at competitors to see what the brand is up against, what is working well and what is not. I feel the tea market is lacking the cultural and historical side of the t e a , t h e ro u t e s , w h e re i t a l l b e g a n a n d w h o i s re s p o n s i b l e f o r t h i s p o p u l a r g ro w i n g c u l t u re o f t o d a y.

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