CHEE SUANG WEI EVELYN1405283BGD1405-1DIRECTIONS L4PACKAGING REVAMP (BOH TEA)
CONTENT ABOUT BOH RESEARCH FORM DEVELOPMENT 001 About The Company 009 About BOH and Tea 018 Mind Mapping 002 Events of BOH 014 Competitors 019 Ideas and Sketches 006 About Seri Songket 016 Target Audience 022 Songket Motif 007 USP of The Product 023 Mock Up 008 Seri Songket Packaging 026 Proposed Prototypes 027 Tea Bag Design GRAPHIC APPLICATION CONCLUSION 029 Ideas and Sketches 042 Final Packaging 033 Colour Palette 047 Rationale 034 Headline Font 048 Reflection and 035 Subheadline Font and Acknowledgement Body Text 036 Front Panel 039 Other Panels 040 Test Print
ABOUT BOHAbout The CompanyEvents of BOHAbout Seri SongketUSP of The ProductSeri Songket Packaging
ABOUT THE COMPANY “BOH is a brand that reaches out and brings together Malay- sians from all walks of life. For more than 80 years and over a cup of BOH tea, Malaysians have been bonding and sharing extra special moments together and BOH is privileged to have been part of the Malaysian way of life through the years.” BOH Plantations Sdn. Bhd. is the largest black tea manufacturer in Malaysia, with both domestic and international distribution. The BOH Tea Plantation, which is located at Cameron Highlands, Pahang, Malaysia is also the largest tea plantation in Malaysia. Directions L4 | Brand Overview 001
EVENTS OF BOHBOH Cameronian Art AwardsBOH Plantations is actively involved in nurturing the exciting development ofMalaysia's performing arts scene.In 2002, as part of this commitment to the arts, BOH, together with Kakiseni,introduced the country's first ever awards ceremony for the performing arts:The BOH Cameronian Arts Awards.The Awards is named after one of BOH's flagship brand, BOH Cameronian GoldBlend. The blend, created for the discerning tea drinker, is a true masterpiecefrom the superb growing conditions of the highlands, a brew considered as theart of tea perfected.The performing arts awards honours the year's most outstanding contributionsin the areas of dance, theatre, music and musical theatre. Every aspect of theperformance is given due attention from the talents of the performers and theirart to behind-the-scenes work such as set, lighting and sound design. TheCammies, as it is affectionately known, has been lauded for raising the profile ofthe arts in the nation. Directions L4 | Brand Overview 002
Mobilising Young ConservationistsThe 3rd International Eco-Schools Conference (IESC) was held on 13-18 December2014 participated by 126 students and 29 teachers from 29 Malaysian andInternational schools were challenged to rise up and become more proactive in theirenvironmental efforts. Sponsored by BOH for the second year in a row in partnershipwith WWF Malaysia and Eijau Millennium Explorers, the IESC was hosted at CameronHighlands for the first time, where both students and teachers had the opportunity tosee and feel the biodiversity of the highlands first hand.Increasing further their understanding of the unique interactions and environmentalcycles on Cameron Highlands, students at the IESC were also brought on a trip to theBOH Sungei Palas plantation for a special tour by BOH personnel. There, they gainedfirst-hand experience of how climate change could affect the production of tea, as wellas the other types of produce on the highlands. Directions L4 | Brand Overview 003
BOH Highlands Run 2014The BOH Highlands Run is a 5 km non-competitive fun run inBOH’s tea plantations in Cameron Highlands. Officially endorsed bythe Pahang Tourism Board, the fun run is themed after the ‘MadHatter Tea Party’ where participants come dressed in their most funhats during the run. Run proceeds will be channeled to theMalaysian Nature Society (MNS) to fund an environmentalconservation project in Cameron Highlands. Directions L4 | Brand Overview 004
World Environment Day celebration with BOHThe Malaysian Nature Society (MNS) and Sekolah Kebangsaan Ringlet broughtenvironmental awareness to the hills of Pahang on 17 June in a WorldEnvironmental Day 2015 celebration involving five schools in CameronHighlands.The half-day event, sponsored by BOH Plantations through its Highlands Run,involved some 100 school children aged 9-17 from host school SK Ringlet, aswell as SK Tanah Rata, SJK (T) Ringlet, SJK (C) Kea Farm and SMK Tanah Ratain a day of fun activities highlighting the importance of protecting the planet.Mohamed Rohim Ramli, Estate Manager of BOH Plantations, said the WorldEnvironment Day celebration gelled well with the company, as its topmanagement was very concerned about the environment. “BOH tries toeducate everyone about the environment, and with events such as these wecan reach the youngsters,” he said, adding that to have such a programme withschoolchildren from Cameron Highlands, where the plantation is based, wasextra special. Directions L4 | Brand Overview 005
ABOUT SERI SONGKET “Much like the intricate and traditional hand-woven Songket fabric, which inspired this collection, BOH Seri Songket exudes refinement by infusing exotic spice and fruit flavours with tea’s own aroma. The result is a fresh heady blend of assorted teas with a charming individuality of their own. From tangy citrus to hints of ripe bursting fruits and the sweetness of flowers, the Seri Songket truly embodies a higher state of tea appreciation. This collection takes you through a journey of senses and never fails to make a blissful cup. ”The product series I chose is Seri Songket series, and the flavour I chose is Earl Greywith Tangerine. I like the colour palette of this flavour as orange is a wonderful choiceof warm, optimistic and happy.While purple combines the calm stability of blue and the fierce energy of red. Purpleoften associated with royalty and luxury, while Songket is also a luxury producttraditionally worn during ceremonial occasions Directions L4 | Brand Overview 006
UNIQUE SELLING POINT OF THE PRODUCTMuch like the intricate and traditional hand-woven Songket fabric, which inspired this collection, BOH Seri Songket exudes refinement byinfusing exotic spice and fruit flavours with tea’s own aroma. The result is a fresh heady blend of assorted teas with a charming individuality oftheir own. The flavour Earl Grey with Tangerine, has a twist to a celebrated classic blend infuses the tangy fresh taste of the Tangerine tocreate a tea that issophisticated and crisp.According to research, the bergamot in Earl Grey tea has been known to have a calming effect on people, as well as to boost a person’s mood.This is due to bergamot’s natural aromatherapy qualities. In this way Earl Grey is a good natural solution for people suffering from depression,stress and anxiety. Since Earl Grey tea has such benefit and the sweet aroma of Tangerine promotes sleep as well, hence, the USP of thisproduct will be ‘It’s not just a cup of tea, it‘s a source of relaxation’. Directions L4 | Research 007
SERI SONGKET PACKAGING Since the old packaging already modify the colour of BOH logo to purple, I decided to use purple as the colour of logo too, to complement the colour scheme of the packaging.Orange and purple match Tea elements such as tea cupwell with each other, on the packaging is veryorange also represents the important to tell the audiencestangerine flavour, while this product is tea product.purple represents theelegant feeling of tea.Therefore, I decided not tochange the colour paletteof the packaging. I like how the designer used the illustration of tea plucker as a motif of songket pattern here. The texture of the motif looks similar with Songket as well. Directions L4 | Brand Overview 008
RESEARCHAbout BOH and TeaCompetitorsTarget Audience
RESEARCH Directions L4 | Brand Overview 009
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COMPETITORS Ahmad Tea LiptonLipton is a brand of tea belonging to Unilever. Ahmad Tea is a tea company based in London,Lipton was also a supermarket chain in the England. The company produces a range of teaUnited Kingdom before it was sold off to Argyll bags, loose teas and gifts including: black tea,Foods, to allow the company to focus solely on green tea, flavoured teas, and herbal teas. Theytea. Products target the mass market and are opened a new eco-friendly office in Chandler'sgenerally positioned in the middle of the price Ford, Hampshire in 2010. Ahmad Tea distributesspectrum for tea. Like most branded teas, Lipton to over 70 countries, where it can be found inteas are a blend selected from many different selected restaurants, hotels, specialty shops asplantations around the world, from well-known well as some chains. Ahmad Tea’s headquartersproducing countries like, Sri Lanka, India, Kenya, also contains a tea museum, which attracts localand China. Lipton Yellow Label is blended from guests. In 2015, it was awarded with three Greatas many as 20 different teas. Taste Awards for various blends. Directions L4 | Research 014
Twinings Tea Dilmah TeaTwinings is an English markter of tea, based in Dilmah is a brand of Ceylon tea. The companyAndover, Hampshire. The brand is owned by was founded in 1974 by Merrill J Fernando. TheAssociated British Foods. It holds the world's name Dilmah was chosen by combining the firstoldest continually-used company logo, and is names of Fernando's sons Dilhan and Malik. It isLondon's longest-standing rate-payer, having available in over 100 countries including theoccupied the same premises on the Strand since United Kingdom, Malaysia and more. Dilmah Tea1706. It maufactures tea, coffee and other hot has a wide range of tea series, such as Ceylonbeverages as well. It also has a broad range of Green Tea, Dilmah Real Fresh Iced Tea, Vividflavours. Worh to mention, it holds the world's Tea Selection and more.oldest continually-used company logo. Directions L4 | Research 015
TARGET AUDIENCE The core target audience will be consumers who appreciate fancy packaging design. Besides, the target audience are interested in aromatherapy, they recognise the soothing effects of a sweet fragrance on the mind. The target audience also aware of environmental issues, which will lead them to buy products with reusable packaging. They also appreciate the beauty of traditional art. Directions L4 | Research 016
They enjoy Thai spa and massage which can achieve ahigh level of relaxation. Not only this, they alsoappreciate the beauty of Asian traditional art such asBalinese architecture, oriental style and more. As BOHis a product made in Malaysia, with this new packagingdesign, consumers who want to buy souvenirs and giftsfor their friends and families are highly expected asone of the target audience. Directions L4 | Research 017
FORM DEVELOPMENTMind MappingIdeas and SketchesSongket MotifMock UpProposed PrototypesTea Bag Design
MIND MAPPING Directions L4 | Form Development 018
IDEAS AND SKETCHES Directions L4 | Form Development 019
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SONGKET MOTIFLaser cut pattern for the wood Motif is the main element of designing songket patterns. When several motifs are arranged within parts of the songket, patterns are created on the songket cloth. The songket motif above named ‘pucuk rebung’, it is a traditional motif often used for songket design. ‘Pucuk rebung’ literally meaning bamboo shoot, plants are portrayed repeatedly in Malay art because they are believed to have the power of healing those who own the art pieces. This is why I chose ‘ pucuk rebung’ as my motif. Same as the motif, tea has healing power as well, tea is known for its antioxidant content which good for our health. Directions L4 | Form Development 022
MOCK UPFirst Mock Up Directions L4 | Form Development 023
Mock Up Template 11cm 1cm 11cm 4.5cm 10cm 5cm 1cm 11cm 11cm 11cm Directions L4 | Form Development 024
This is the first mock-up of my design. Originally, there will be The second idea is similar with the first one, there will be a hole ona recessed area on the top of the box, however, unfortunately the top of the box, instead of a recessed area. The glass plate notthe supplier told me he couldn’t do that for me. So I changed only for the aroma oil, but also acts as a base in the songket bagmy idea later. which store the tea bags. Directions L4 | Form Development 025
PROPOSED PROTOTYPESAll the materials I used for he revamped packaging is recyclable, andthe wooden box can be reused as aroma oil burner; the fabric baginside can also be reused for other purpose later, while the glass plateinside the bag is a part of the aroma oil burner.The bag is made up of fabric with Songket pattern, which is verysuitable for my packaging design. The bag can be opened and closedeasily by pulling the ribbon.To protect the glass plate, Polyethylene Foam is put into the bag.Polyethylene Foam is strong and highly flexible, ideally suited as thematerial in shock-absorbing products. Although it is difficult,Polyethylene Foam can actually be recycled in a certain way.Besides, it is easy to pack and transport due to its cube shape. Thewood using for this design is basswood, I chose this wood because it islight and soft, suitable for hand carving which also suitable for lasercutting. It is also solid enough to be transported easily.I put effort to move towards using sustainable materials to fulfil thecriteria for environmentally sustainable design. Directions L4 | Form Development 026
TEA BAG DESIGN In order to match the concept of relaxation and the direction towardsAsian traditional art, I was inspired by the form of Thai herbal massageball. Thai herbal massage ball often used for massage therapy as it can relieve stress and fatigue, induce deep relaxation and boosts both emotional and physical well-being. I think the tea bags look more interesting if they look like mini massage balls. Directions L4 | Form Development 027
Tea Bag Label Final DecisionInitially, the tea bags I made are too long and crease line to hold I prefer this design as there will be a crease alongthey can’t fit into the box. So I decided to cut the tea bag the line, so that people can know the brand isthe unnecessary top part to make it shorter. BOH even though they just have a glance.However, the short teabags are veryincovenient for the consumers while they’re Paper used: ArAtrctacardrdGGlossss223300gsgmsmdrinking the tea.To reduce the incovenience, I decided to adda label for each tea bag, the labels will holdthe tea bags in place so that it will preventthe tea bags from slipping into the cup.Initial Idea 4cm 3cm Directions L4 | Form Development 028
GRAPHIC APPLICATIONIdeas and SketchesColour PaletteHeadline FontSubheadline Font and Body TextFront PanelOther PanelsTest Print
IDEAS AND SKETCHES Directions L4 | Grpahic Application 029
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COLOUR PALETTE R:92 G:44 B:144 R:122 G:42 B:44 C:36 M:69 Y:0 K:44 C:15 M:71 Y:0 K:44 R:0 G:0 B:0 C:0 M:0 Y:0 K:0 Pantone: 268 C Pantone: 2602 C Pantone: 6 C R:242 G:103 B:33 R:244 G:124 B:32 C:0 M:57 Y:86 K:5 C:0 M:49 Y:87 K:4 Pantone: 7578 C Pantone: 158 C R:244 G:179 B:26 R:0 G:0 B:0 C:0 M:27 Y:89 K:4 C:0 M:0 Y:0 K:0 Pantone: 7409 C Pantone: - Directions L4 | Graphic Application 033
HEADLINE FONT SSoenrgiketFont choices for front panel Bodoni SoSnegrki et Great Vibes Snell RoundhandSoSngekreit Seri SongketRough Scripts ZapfinoFinal decision: BOH Seri Songket series always embodies a higher state of tea appreciation, this is why I choose Zapfino as the font for the word ‘Seri Songket’. The reason I chose script font is script font can give the short title a visual boost. This script font gives out elevated and elegant feeling, which suits the product very well. The ascender and the descender of the typeface are very unique, whereby it ables to catch attention very quickly. Directions L4 | Fonts 034
SUB HEADLINE FONT AND BODY TEXTFont choicesEARL GREY with TANGERINE BaskervilleEARL GREY with TANGERINE Big Caslon MediumEARL GREY with TANGERINE DidotEARL GREY with TANGERINE BodoniEARL GREY with TANGERINE FuturaEARL GREY with TANGERINE RalewayFinal decision: The font I choose for sub headline is Baskerville, while the body text is Bodoni. Firstly, I believe that serif fonts can go well with the script font I chose for the front panel. Both script font and serif font look elegant and graceful. The reason I choose Baskerville is each letter of this typeface has an appropiate body width for sub headline, not too wide to snatch the consumer’s attention from the word ‘Seri Songket’, not too narrow to decrease its legibility as well. The stems of the typeface are just as good for its legibility, as the font size will be quite small on the print. Even though Baskerville and Bodoni looks really similar,however, in my opinion, Baskerville has a bigger body width compared with Bodoni, I chose Bodoni as the body text because the body text will be very small and all the words need to be fit in, it is hard for me to fit in all the words very nicely by using Baskerville as my body text. Directions L4 | Fonts 035
FRONT PANELChoices for front panelSeri Seri SeriSongket Songket Songket COLLECTION COLLECTION COLLECTIONNet weight EARL GREY 20 x 2g Net weight EARL GREY 20 x 2g Net weight EARL GREY 20 x 2g40g (1.4oz) with sachets 40g (1.4oz) with sachets 40g (1.4oz) with sachets TANGERINE TANGERINE TANGERINE f lavoured f lavoured f lavoured tea tea tea Directions L4 | Graphic Application 036
Seri Seri SeriSongket Songket Songket COLLECTION COLLECTION COLLECTION EARL GREY EARL GREY EARL GREY with with with TANGERINE TANGERINE TANGERINE f lavoured f lavoured f lavoured tea tea teaNet weight 20 x 2g Net weight 20 x 2g Net weight 20 x 2g40g (1.4oz) sachets 40g (1.4oz) sachets 40g (1.4oz) sachets Directions L4 | Graphic Application 037
Refining the chosen front panel Seri Songket COLLECTION Net weight EARL GREY 20 x 2g 40g (1.4oz) with sachets TANGERINE f lavoured tea PapPeapreursuesded: :AArrttccarrddGGlolossss23203g0smgsm Directions L4 | Graphic Application 038
OTHER PANELS BOTTOM PANEL BACK PANELTOP PANEL Packed In Malaysia by / Dibungkus di Malaysia oleh: A Splendid Cup of BOH Seri Songket BOH PLANTATIONS SDN BHD Seri No.9, Persiaran Hampshire, 50450 Kuala Lumpur, 1. Bring some fresh, filtered 2. For hot tea, place one tea Songket Malaysia. bag in your cup. water to a boil. COLLECTION Distributor in Singapore / Pengedar di Singapura: BOH IN SINGAPORE PTE LTD., 3. Add freshly boiled water 4. Steep for 5 minutes, stir to With a fragrant flavour, delicate, 2 Link Road, Singapore 619024. over your tea bag. even out flavor by using the tea pungent and soothing EARL GREY bag as a spoon. with TANGERINE is a perfect treat For enquiries, please write to / Untuk pertanyaan, sila tulis kepada: Take out the glass plate from Add water and few drops of your for afternoon tea. BOH CONSUMER SERVICES / the bag and put in on the box, favourite scented oil into the Excellent alone with lemon, PERKHIDMATAN PELANGGAN BOH, sweetened or with a dash of milk. P.O. Box 10245, 50708 Kuala Lumpur, Malaysia. plate, light a tea light and enjoy the aroma! BOH have been growing e-mail: [email protected] W: http://www.boh.com.my exceptionally fine tea since 1929 when they established Malaysia’s 原产区: 马来西亚 first highland tea garden. Store in a cool. Serve hot in your favourite cup. Play good music and chill. Drink. Ingredient: Tea leaves 90%, Flavouring 10% Use before: PapPeapreursuesded: :AArrttccarrddGGlolossss23203g0smgsm Directions L4 | Graphic Application 039
TEST PRINT Directions L4 | Grpahic Application 040
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CONCLUSIONFinal PackagingRationaleReflection and Acknowledgement
FINAL PACKAGING Directions L4 | Conclusion 042
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