YCN - Yorkshire Tea Brief 9 OUGD603 Adam Garbutt and Anthony White Leeds College of Art BA (Hons). Graphic Design

Brief

Innovate around our product, and to design something (be it physical or experiential) that will engage and benefit our younger customers.

It can be a packaging or format idea, a new way to drink tea, something that adds to the tea drinking experience or even a simple design tweak to our existing product.

Audience

The Yorkshire Tea audience is incredibly broad but with a core consumer profile of 35+ adults, split evenly between males and females). They range from a core group of 35-54 year olds who make up a large percentage of the mainstream tea market, through to 55+ who are strong brand advocates and have always drunk Yorkshire Tea.

The new design draws inspiration from the Yorkshire countryside, culture and spirit with the goal to convey its natural beauty through design.

It appeals to a younger audience - the future tea drinkers through more modern applications such as landscape photography, sourced from independent Yorkshire photographers. This works together in harmony with the warm feeling created when drinking a proper cup of tea.

YCN - Yorkshire Tea Brief 9 OUGD603 Adam Garbutt and Anthony White Leeds College of Art BA (Hons). Graphic Design Research

Focusing on the Yorkshire countryside through photography, the image of the box has been brought into the modern era. The logo has been refined, stripped back and decluttered retaining its essential elements for a more impactful appearance.

Experimentation on the overall look and feel of the box has lead to the removal of the vertical red stripe, in order to unobstruct the imagery. This gives more focus to the gorgeous photographs of the Yorkshire countryside.

YCN - Yorkshire Tea Brief 9 OUGD603 Adam Garbutt and Anthony White Leeds College of Art BA (Hons). Graphic Design Development

All aspects of the box have been modified and updated to create a modern aesthetically pleasing piece of design, which appeals to a younger audience. The red has been retained in order to highlight the lid. This adds a strong, bold presence to the box, on the store shelf and in the cupboard at home.

The Royal Appointment, which sits on the front of the boxs lid, is also placed on the top of the box itself. When the lid is extended to its open position, the Royal Appointment remains overlayed on the landscape. This adds an interactive element to the box.

YCN - Yorkshire Tea Brief 9 OUGD603 Adam Garbutt and Anthony White Leeds College of Art BA (Hons). Graphic Design Final Product