Packaging Design-Apr-Jul2020-Assignment-Chiam Szi Mei-Khor Wei Li-Arun Sharma

PACKAGING DESIGN PROPOSAL PROPOSED BY CHIAM SZI MEI | KHOR WEI LI | ARUN SHARMA

CONTENT 01 INTRODUCTION 06 Welcome 12 Boh Tea background 18 Product Category PRODUCTS BACKGROUND Seri Songket History Seri Songket Feature Seri Songket Price Seri Songket Material S.W.O.T ANALYSIS Direct Competitor Indirect Competitor Seri Songket PROPOSAL PACKAGING DESIGN Marketing Input Strategy Input 1.2 Categories of packaging & Structure IDEA 1/ IDEA 2/ IDEA 3 Material Printing Technology 1.3 Design Route Design Style 1 Design Style 2 Design Style 3

WELCOME “Let us guide you through the design packaging proposal. The tea business, BOH with many different series of tea, one of the tea series is the Seri Songket series. The collection was inspired by the hand-woven Songket fabric. Launched in 2010, the series has been recognised by customers for its low price and unique design. However, the packaging design for the gift set for the series does not showcase the Seri Songket design itself. To validate previous statements, SWOT Analysis for the company and its packaging design is conducted along with the SWOT Analysis of packaging designs of its key competitors. On further visual analysis of the existing packaging, three design ideas have been proposed including the layout and material for the packaging. The method of printing the packaging has also been thoroughly explained. By redesigning the packaging for the tea series by adding more Malaysian elements to the design, tourists who visit Malaysia and wish to bring a souvenir back to their home will become potential consumers. Redesigning the pack- aging will also be an opportunity to fix any errors in the existing packaging. In addition to this, the new design will also help enhance the market performance of the product in the local and international market. 01

BOH TEA BACKGROUND ATTRACT, ENGAGE & ACHIEVE Boh is a tea business that has been warming the hearts of Malaysians for 90 years; nurtured by generations of tea experts and devoted to producing teas of exceptional quality, character, aroma and freshness and its legacy of making tea has become a part of the nation’s rich history and cultural diversity. With their unique positioning as an exquisite tea maker within Asia, Boh aspires to achieve more than just creating great tea but to also enable great tea experiences while helping customers achieve a fresh perspective. As consumption habits change and modern taste buds become more sophisticated, Boh is well positioned to meet the highest standards possible and adapt to serve tea lovers the world over. 02

Thanks to its decades of dedication from the staff and the Boh family. The Company has received numerous consumer awards such as the Putra Brand Awards, Readers Digest Trusted Brands, the Superbrand Excellence Trophy Award, the Tourism Minister’s Special Award, with the most recent honour being the Patron of the Arts Award at the Malaysia Canada Business Council (MCBC) Business Excellence Awards. 03

PRODUCT CATEGORY In the Boh Tea there are 63 Teas in the product category. Total they have 14 series of teas. 7 main series and 7 sub series. For example : Exclusive: BOH 90th Tea Collection The Emerald Blend Exquisite BOH Teas Bundle Of 5 Delightful BOH Teas Assortment In Ceramic Mug With Lid Exquisite Teas 12 Sachets Exquisite BOH Teas Seri Songket Gift Pack Pyramid Teabag Set (Herb + Flower)(4) : Pyramid Teabag Gift Set Gunung Chantik + Hibiscus Zest Pyramid Teabag Gift Set Bukit Cheeding No. 53 + Peppermint Balm Pyramid Teabag Gift Set Palas Supreme + Gentle Ginger Pyramid Teabag Gift Set Palas Afternoon Tea + Twilight Rooibos Single Origin: Flower Series: Bukit Cheeding No. 53 Camomile Teabag Gunung Chantik Jasmine green teabag Palas Afternoon Tea Strawberry Raspberry Teabag Palas Supreme Hibiscus Zest Teabag Herbs: Green Tea: Sirih Purut Jasmine Green Teabag 50s Herba Ratus Pure Green Teabag 50s Peppermint Balm Sencha Green Tea Peppermint Teabag Jasmine Green Teabag Gentle Ginger  Instant Tea Mix(1) : Twilight Rooibos BOH Green Tea Latte Fruit series: Lemon Myrtle Teabag 04

Black Tea: Instant ICE Tea Mix(3) : Ice Tea Peach Ice Tea Orchard Splash Ice Tea Lemon Lime Instant Tea Mix(11) : Teh Tarik Kurang Manis Oats Teh Tarik Kurang Manis Ginger Teh Tarik Kurang Manis Original 3 in 1 original Tea Less Sugar 3 In 1 Vanilla Tea Less Sugar 3 in 1 Caramel Tea Less Sugar 3 in 1 Tea Original 2 in 1 Original Tea No Sugar  Cham (Teh Tarik + White Coffee) Potbag(2) : JUMBO Potbag KAW Potbag Instant ICE Tea Mix(3) : Ice Tea Peach Ice Tea Orchard Splash Ice Tea Lemon Lime Cameronian Gold Blend(4) : Cameronian Tea And Pewter Tea Scoop Gift Set Cameronian Tea And Pewter Tea Caddy Gift Set Cameronian Tea And Pewter Tea Spoons Gift Set Cameronian Gold Blend Teabag/ Tea Leaves Seri Songket(8) : Fruits (6): Passion Fruit Teabag/ Tea Leaves Mango teabag/ Tea Leaves Earl Grey With Tangerine Teabag/ Tea Leave Lemon With Mandarin Teabag/ Tea Leave Lychee With Rose Teabag/ Tea Leave Lime and Ginger Teabag/ Tea Leave Others(2)  Vanilla Tea Leaves  Seri Songket Gift Pack 05

PRODUCT BACKGROUND Seri Songket product teabag has series has 7 flavours itself. 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. ” RREEAASSOONN TTOO RREEBBRRAANNDD TTHHEE PPRROODDUUCCTT :: Rebranding is to improve the product itself, such as making something new and fresh would help to gain more customers‘ attention. Thus, might even increase marketing base on the target market and target audience. 06

SERI SONGKET HISTORY Launched in the early year of 2010 by BOH Tea company.  Aim to distribute special high quality tea series that reflects the splendour of combining premium quality tea and flavoured tea blends with exotic spices and f ruits.  Series was later named as ‘Seri Songket’ due to the product quality being as exquisite and exotic as the precious Malaysian handcrafted fabric. 07

SERI SONGKET FEATURE To reflects the splendour of tradition and refinement. The collection comprises the finest ingredients: exquisite teas delicately ‘woven’ into flavoured tea blends with exotic spices and fruits. Boh’s Seri Songket teas are as exquisite and exotic as the precious Malaysian handcrafted fabric after which they have been named. The Seri Songket have 2 different flavour series one one it is fruit & flower series. Fruit series comes in 6 different tempting flavours such as Mango, Lime and ginger, Lychee Rose, Passion f ruit, Lemon with Mandarin and Earl grey with Tangerine. And Flower series including Vanilla. 08

SERI SONGKET PRICE Each pack of seri songket tea bag boxes cost between RM9.50 to RM17.50. Seri Songket Gift Set box cost RM31.80. With the flavors of passion fruit, mango, earl grey with tangerine, lemon with mandarine, lime with ginger and lychee with rose tea bag cost at RM9.50 per box. While the tea leaves with the same flavors cost at RM17.50 per box. 09

SERI SONGKET MATERIAL SOURCE LINK: https://bohtea.com/product-category/shop-by-brand/seri-songket-collection/ PASSION FRUIT TEABAG A unique and exotic blend with a dramatic aroma and fruity flavour. The profusion of rich passion fruit resonates beautifully in a tea that is sweet, fragrant and luscious. MANGO TEABAG Mango is believed to be the most sensual of fruits due to its plump juicy form. This tropical tea lives up to its expectations in this ripe infusion. EARL GREY WITH TANGERINE TEABAG This twist to a celebrated classic blend infus- es the tangy fresh taste of the Tangerine to create a tea that is sophisticated and crisp. 10

SOURCE LINK: https://bohtea.com/product-category/shop-by-brand/seri-songket-collection/ LIME AND GINGER TEABAG A wickedly tempting contrast of citrus and spice gives this aromatic and piquant blend a uniquely zesty and refreshing note. Savour it black and strong, with a sprinkle of cinnamon or over ice with ginger ale. LEMON WITH MANDARIN TEABAG With a zestful burst of flavours, this infusion tea of Lemon and Mandarin awakes the taste buds with its citrusy aroma. LYCHEE WITH ROSE TEABAG This exotic infusion gets its enchanting nature f rom the combination of Lychee and Rose, creating a symphony of notes and stirring rhythms. Its glorious scent will excite and delight as you enjoy it black, hot or chilled. 11

S.W.O.T DIRECT COMPETITOR LIPTON Lipton is a brand of tea and was found by Thomas Lipton from British. Hence, drinking tea became popular during the 17th century. The brand was f irst selling at the supermarket chain in the United Kingdom before it was sold off to Argyll Foods, to allow the company to focus solely on tea. STRENGTH Strong brand identity - The company’s products can be recognized easily. Minimal packaging - No unnecessary use of packaging materials which minimizes the cost of packaging as well. High quality control - The packaging quality is maintained and improved to exceed customers’ expectations. Lower product price - Since their cost of production is smaller, they prices are also lower than competitors who spend more on their packaging Use Eco-friendly materials in their packaging. 12

WEAKNESSES High attrition rate in the workforce - They have to spend more on the training and development of the employees. Gaps in product range - Unmet needs of potential customers. Little variety in labelling and packaging OPPORTUNITY Research and Development - Increased chances of innovation and higher productivity. Product diversification - New trends allow expansion to other product categories. Greater awareness of health benefits of the green tea THREAT High inflation can negatively affect the brand - Lipton is not a local brand in Malaysia and government laws can affect foreign businesses. Strong competition from local brands - Locals might prefer to buy local brands.  Liability laws - Changed policies in the Malaysian market. 13

S.W.O.T INDIRECT COMPETITOR CAMERON VALLEY TEA Cameron Valley or Bharat Tea Estate is located at the main road go- ing up to Tanah Rata f rom Ringlet. It has great views of the estate from the tea and souvenir shop located around 5 km up from Ringlet on the main Tanah Rata road. A pioneer business family of Cameron Highlands, originated f rom Uttar Pradesh, India. STRENGTH The price of the products is lower as compared to Boh & Lipton tea.   The different flavours of tea are easily recognisable due to varying colors on the packaging according to the flavors. 14

WEAKNESSES They did not offer any set promotions on any of their flavours to their consumers. Did not full focus on using Eco-friendly material. (ex: plastic involved) There are gaps in the product range sold by the company, this lack of choice can give a new competitor a foothold in the market. The marketing of the products left a lot to be desired, although the product is a success in terms of sale but its positioning and unique selling proposition is not clearly defined. OPPORTUNITY Launch their own tea set promotions to their consumers Introducing seasonal packaging - attracts more customers during festivals Increased use of sustainable materials and methods in packaging   create improved brand image in the market THREAT Increase in cost of packaging materials. Material scarcity - If the materials used in the packaging is no longer available Change in government policies regarding use of certain materials in packaging Similar appearing products from competitors - Creates confusion be- tween two different brand products. 15

S.W.O.T SERI SONGKET STRENGTH Shown the “Malay” Songket pattern which represents the authenticity of Malaysian Culture compared to the Set gift box. Attract the foreign country customers, as souvenirs to bring home. Enhances on their Packaging designs & material (gold foil stamping) compared to Lipton; who minimize their packaging. First impression is important when it comes to marketing because visual appearance is needed to attract customers. LIPTON source: https://www.lipton.com/us/en/our-purpose/good- things-do-come-in-smaller-packaging.html Uses aluminum foil heat seal flat pocket. Protect the tea bag from water compared to the competitor of Lipton; uses paper material to protect the tea bag but it is not waterproof. (Single flavoured WEAKNESSES packaging) Material is not Eco-friendly. Compare to Lipton which uses biodegradable materials on all their packaging while Seri Songket uses aluminum foil heat seal flat pocket on their tea bag packaging. Did not deliver the Malaysian Culture compared to the individual packaging for each flavor. May not attract most of the foreign customers to have this as a specific souvenir. Miss label some of the information. For example, the title of the ‘Seri Songket’ is not shown on the front cover. And it Contains less quantity of tea bags inside the gift set packaging. 16

OPPORTUNITY Seri Songket concept has delivered most Malaysian Culture design to its customers. It would attract more customers and foreign country customers to buy this products. Using an environmentally friendly and recyclable material for packaging that uses fewer energy and fewer natural resources to produce compared to Cameron Valley tea that does not focus on being environmentally friendly. (Gift Set packaging) THREAT Miss labeled information may lead to customers confused and not knowing which series of tea it belongs to, while Cameron Valley Tea is well organized on their product series and has a clear statement of information. Quantity is less. The quantity of the flavours in the Gift Set box had provided less as compared to the competitors of the company which will lead to less sale in the market. 17

PROPOSAL PACKAGING DESIGN: MARKETING INPUT Provide vouchers for our customers who bought the seri songket set. Online ordering & delivery for customers throughout f rom the website https://bohtea.com. 18

STRATEGY INPUT Convenience for customers. All 6 flavours of larger amount tea bags (10 packs per flavours) into the designed set gift box, so when customers buy this Set Gift box they do not have to worry about how to separate it as a souvenir nor preserve it longer in a nice compact packaging. The product of the tea bags must be well sustained. The majority target market is foreign customers and Malaysian’s that enjoys this tea series. The concept of this product itself is a souvenir. 19

1.2 PROPOSAL PACKAGING DESIGN CATEGORIES OF PACKAGING & STRUCTURE : < IDEA 1 > NON-ADHENSIVE OUTER PACKAGING (X6) PACKAGING COVER SEMI-FLEXIBLE DIFFERENT COLOUR PACKAGING (X10) WILL REPRESENT DIFFERENT FLAVOURS FLEXIBLE PACKAGING BASE MIDDLE AREA: INFO CARDS DIE CUT SONGKET PATTERN 20

MATERIAL : OUTER PACKAGING: - Corrugated board for cover and base. - Cardboard paper for middle area that would put information card in it. NON-ADHENSIVE PACKAGING: Paperboard boxes. Paperboard is a paper-based material that is lightweight, yet strong. It can be easily cut and manipulated to create custom shapes and structures FLEXIBLE PACKAGING: Aluminum foil heat seal flat pocket. To protect the tea bag. FLEXIBLE PACKAGING: Environmental food grade filter paper String Heat Seal Herb Tea Bag. INFOMATION CARD: Art card paper 270gsm, matte laminate. PRINTING TECHNOLOGY : - Digital printing. - Die-cutting. - Gold foil printing. (on info cards, songket pattern) 21

< IDEA 2 > OUTER PACKAGING (COVER) NON-ADHENSIVE SEMI-FLEXIBLE PACKAGING (X6) PACKAGING (X10) FLEXIBLE PACKAGING (CLOSED) (OPENING) 22

MATERIAL : OUTER PACKAGING: Corrugated board/ Chipboard. NON-ADHENSIVE PACKAGING: Paperboard. Paper-based material that is lightweight, yet strong. It can be easily cut and manipulated to create custom shapes and structures. FLEXIBLE PACKAGING: Aluminum foil heat seal flat pocket. To protect the tea bag. FLEXIBLE PACKAGING: Environmental food grade filter paper String Heat Seal Herb Tea Bag. PRINTING TECHNOLOGY : - Digital printing. - Die-cutting. (could be use on non-adhensive packaging) - Gold foil printing. (songket pattern) 23

< IDEA 3 > 24

MATERIAL : OUTER PACKAGING: - Wood and acrylic or corrugated board (without acrylic). NON-ADHENSIVE PACKAGING: Paperboard boxes. Paperboard is a paper-based material that is lightweight, yet strong. It can be easily cut and manipulated to create custom shapes and structures. FLEXIBLE PACKAGING: Aluminum foil heat seal flat pocket. To protect the tea bag. FLEXIBLE PACKAGING: Environmental food grade filter paper String Heat Seal Herb Tea Bag. PRINTING TECHNOLOGY : - Digital printing. - Die-cutting. (use on non-adhensive packaging) - Gold foil printing. (songket pattern) 25

1.3 PROPOSAL PACKAGING DESIGN DESIGN ROUTE : VOUCHERS DESIGN : The idea of these vouchers are for customers to have a chance to win free gives by scratching on the area which are provided on the voucher itself and it will be unlimited validity. (SCRATCH TO WIN) 26

By using the traditional Songket concept, we came out with 3 different styles of Songket. Includes modern and simplicity. DESIGN STYLE 1 : Product flavours : Lemon with Mandarin Teabag. Mango Teabag. The vibrant colours on the collection of Seri Songket would stand out from the croud. Thus, the gold foil printing would be printed on the songket pattern. 27

DESIGN STYLE 2 : Product flavours : Lime and Ginger Teabag. Passion Fruit Teabag. 28

Mock up of ‘Semi-Flexible Packaging’ : The use of this semi-flexible packaging is to protect the teabag from getting dirty and also by using the material of aluminum foil heat seal flat pocket protect it from water. 29

DESIGN STYLE 3 : Product flavour : Lychee with Rose Teabag The combination of songket together with the flavour of lychee and rose. 30

A mini structure of non-adhensive packaging look from < IDEA 2 > : Into The look for the template : 31

The details of the design on the non-adhensive packaging : FRONT : LEFT SIDE : BACK : RIGHT SIDE : 32

SOURCES : BOH TEA: https://bohtea.com/ https://bohtea.com/product-category/shop-by-brand/seri-songket-collection/ https://bohtea.com/product-category/shop-by-brand/seri-songket-collection/ https://en.wikipedia.org/wiki/Songket https://www.google.com/search?q=palembang+songket&safe=active&sxsrf=ALeK- k00Li8UAI-VPb59dVaVBH6oh-ixL8A:1589278363355&source=lnms&tbm=isch&- sa=X&ved=2ahUKEwjd2q-ii67pAhW94HMBHZEJBAgQ_AUoAXoECA0QAw&bi- w=1536&bih=722 COMPETITORS: https://www.marketing91.com/swot-analysis-of-lipton/ https://www.mbaskool.com/brandguide/food-and-beverages/484-lipton-tea.html https://www.scribd.com/doc/31547257/Swot-Analysis-b-w-Lipton-and-Tapal https://www.cameronvalleytea.com.my/ PACKAGING STRUCTURE RESEARCH : https: //issuu.com/designpackaging/docs/packaging-dielines-f ree-book-design PRINTING TECHNOLOGY & MATERIAL: https://www.tis-gdv.de/tis_e/verpack/begriffe/begriffe-htm/ https://www.brushyourideas.com/blog/types-printing-methods-web-to-print-in- dustry/ 33

THANK YOU. Thank you for choosing us as the designers of the Seri Songket collection packaging! We will do our best to provide the best service to you. CONTACT US : CHIAM SZI MEI | +6018-295 3708 KHOR WEI LI | +6017-289 3823 ARUN SHARMA | +91 99588 18676