weikfield organic tea packaging case study 120108

QR/LDPL/MKTG/01-03 © Lokus Design Pvt. Ltd. 2009

The Growth Catalysts


Premium Tea Packaging for the European market

Weikfield Products India Pvt., Ltd.


To design brand identity and Packaging for a premium organic tea for a European launch

The identity and packaging to be the main launch vehicles

Multiple challenges like no brand presence in Europe, low brand promotion spends, entry

barriers, competition, retail & packaging requirements, etc.

Business Challenge for the Client


Identify : How does one create amazing use case experience?

How does one create brand recall through packaging?

How does one engage & connect longer with the consumer? (traditional touch points are retail & kitchen)

Our research suggested that organic tea is perceived more as an experience than a mere beverage.

Secondly, time spend with the brand/ pack is very less leading to low brand exposure and low

consumer engagement. The pack is confined to kitchen & never makes it to the dining or living

areas negating any possibility of brand visibility or exposure to other person or the guests.

Lowering word of mouth chances

Integrate : The design had to be integrated with the launch strategy, target market, brand positioning, production,

costs, logistics, etc. The brand values also need to be reflected through the packaging design

The Process


Innovate

The brand identity is an unique combination of traditional Indian motifs &

contemporary European aesthetics. Sophisticated & matured

The package not only does its primary job of containing but is a central part of the overall

presentation. Innovation is in the packaging format, the way the pack opens is

like a cigar case, transcending from being a mere container to a

presentation format, engaging & connecting with the consumer for longer

period. (Pack is offered to the other person/ guest, who then would pick up a tea

bag sachet this process ensures longer involvement with the brand & pack)

Longer the involvement better chances of relationships and word of mouth

publicity

The packaging graphics were designed in a way that the brand visibility & image

remained undisturbed in both horizontal & vertical placement

The Process


Translate : The innovation translated into a high-impact launch. High-end positioning was

achieved due to the strategic design thinking, brand identity and visual graphics

Package is extended from a container to a presentation format while

maintaining same costs

Totally staple less design (reduced cycle time = lower costs)

Maximize : The brand success far exceeded the expectations with a first year sales

return of 110%. Weikfield was granted one star by international jury of European

Chefs and Sommelier

The Process

weikfield organic tea packaging case study 120108

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