boh tea packaging revamp journal

CHEE SUANG WEI EVELYN1405283BGD1405-1DIRECTIONS L4PACKAGING REVAMP (BOH TEA)

CONTENT ABOUT BOH RESEARCH FORM DEVELOPMENT

GRAPHIC APPLICATION CONCLUSION

001 About The Company002 Events of BOH006 About Seri Songket007 USP of The Product008 Seri Songket Packaging

009 About BOH and Tea014 Competitors016 Target Audience

018 Mind Mapping019 Ideas and Sketches022 Songket Motif023 Mock Up026 Proposed Prototypes027 Tea Bag Design

029 Ideas and Sketches033 Colour Palette034 Headline Font035 Subheadline Font and Body Text036 Front Panel039 Other Panels040 Test Print

042 Final Packaging047 Rationale048 Reflection and Acknowledgement

ABOUT BOH

About The CompanyEvents of BOHAbout Seri SongketUSP of The ProductSeri Songket Packaging

Directions L4 | Brand Overview

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.

001


EVENTS OF BOH

BOH Cameronian Art AwardsBOH Plantations is actively involved in nurturing the exciting development of Malaysia'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 Gold Blend. The blend, created for the discerning tea drinker, is a true masterpiece from the superb growing conditions of the highlands, a brew considered as the art of tea perfected.

The performing arts awards honours the year's most outstanding contributions in the areas of dance, theatre, music and musical theatre. Every aspect of the performance is given due attention from the talents of the performers and their art to behind-the-scenes work such as set, lighting and sound design. The Cammies, as it is affectionately known, has been lauded for raising the profile of the arts in the nation.

002


Mobilising Young ConservationistsThe 3rd International Eco-Schools Conference (IESC) was held on 13-18 December 2014 participated by 126 students and 29 teachers from 29 Malaysian and International schools were challenged to rise up and become more proactive in their environmental efforts. Sponsored by BOH for the second year in a row in partnership with WWF Malaysia and Eijau Millennium Explorers, the IESC was hosted at Cameron Highlands for the first time, where both students and teachers had the opportunity to see and feel the biodiversity of the highlands first hand.

Increasing further their understanding of the unique interactions and environmental cycles on Cameron Highlands, students at the IESC were also brought on a trip to the BOH Sungei Palas plantation for a special tour by BOH personnel. There, they gained first-hand experience of how climate change could affect the production of tea, as well as the other types of produce on the highlands.

003


BOH Highlands Run 2014The BOH Highlands Run is a 5 km non-competitive fun run in BOH’s tea plantations in Cameron Highlands. Officially endorsed by the Pahang Tourism Board, the fun run is themed after the ‘Mad Hatter Tea Party’ where participants come dressed in their most fun hats during the run. Run proceeds will be channeled to the Malaysian Nature Society (MNS) to fund an environmental conservation project in Cameron Highlands.

004


World Environment Day celebration with BOHThe Malaysian Nature Society (MNS) and Sekolah Kebangsaan Ringlet brought environmental awareness to the hills of Pahang on 17 June in a World Environmental Day 2015 celebration involving five schools in Cameron Highlands.

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, as well as SK Tanah Rata, SJK (T) Ringlet, SJK (C) Kea Farm and SMK Tanah Rata in a day of fun activities highlighting the importance of protecting the planet.

Mohamed Rohim Ramli, Estate Manager of BOH Plantations, said the World Environment Day celebration gelled well with the company, as its top management was very concerned about the environment. “BOH tries to educate everyone about the environment, and with events such as these we can reach the youngsters,” he said, adding that to have such a programme with schoolchildren from Cameron Highlands, where the plantation is based, was extra special.

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 Grey with Tangerine. I like the colour palette of this flavour as orange is a wonderful choice of warm, optimistic and happy.While purple combines the calm stability of blue and the fierce energy of red. Purple often associated with royalty and luxury, while Songket is also a luxury product traditionally worn during ceremonial occasions

006

Directions L4 | Research

UNIQUE SELLING POINT OF THE PRODUCT

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. The flavour Earl Grey with Tangerine, has a twist to a celebrated classic blend infuses the tangy fresh taste of the Tangerine to create 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 this product will be ‘It’s not just a cup of tea, it‘s a source of relaxation’.

007


SERI SONGKET 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.

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.

Tea elements such as tea cup on the packaging is very important to tell the audiences this product is tea product.

Orange and purple match well with each other, orange also represents the tangerine flavour, while purple represents the elegant feeling of tea. Therefore, I decided not to change the colour palette of the packaging.

008

RESEARCH

About BOH and TeaCompetitorsTarget Audience


RESEARCH

009

Directions L4 | Brand Overview 010


COMPETITORS

Lipton is a brand of tea belonging to Unilever. Lipton was also a supermarket chain in the United Kingdom before it was sold off to Argyll Foods, to allow the company to focus solely on tea. Products target the mass market and are generally positioned in the middle of the price spectrum for tea. Like most branded teas, Lipton teas are a blend selected from many different plantations around the world, from well-known producing countries like, Sri Lanka, India, Kenya, and China. Lipton Yellow Label is blended from as many as 20 different teas.

Lipton

Ahmad Tea is a tea company based in London, England. The company produces a range of tea bags, loose teas and gifts including: black tea, green tea, flavoured teas, and herbal teas. They opened a new eco-friendly office in Chandler's Ford, Hampshire in 2010. Ahmad Tea distributes to over 70 countries, where it can be found in selected restaurants, hotels, specialty shops as well as some chains. Ahmad Tea’s headquarters also contains a tea museum, which attracts local guests. In 2015, it was awarded with three Great Taste Awards for various blends.

Ahmad Tea

014


Dilmah is a brand of Ceylon tea. The company was founded in 1974 by Merrill J Fernando. The name Dilmah was chosen by combining the first names of Fernando's sons Dilhan and Malik. It is available in over 100 countries including the United Kingdom, Malaysia and more. Dilmah Tea has a wide range of tea series, such as Ceylon Green Tea, Dilmah Real Fresh Iced Tea, Vivid Tea Selection and more.

Twinings is an English markter of tea, based in Andover, Hampshire. The brand is owned by Associated British Foods. It holds the world's oldest continually-used company logo, and is London's longest-standing rate-payer, having occupied the same premises on the Strand since 1706. It maufactures tea, coffee and other hot beverages as well. It also has a broad range of flavours. Worh to mention, it holds the world's oldest continually-used company logo.

Twinings Tea Dilmah Tea

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.

016


They enjoy Thai spa and massage which can achieve a high level of relaxation. Not only this, they also appreciate the beauty of Asian traditional art such as Balinese architecture, oriental style and more. As BOH is a product made in Malaysia, with this new packaging design, consumers who want to buy souvenirs and gifts for their friends and families are highly expected as one of the target audience.

017

FORM DEVELOPMENT

Mind MappingIdeas and SketchesSongket MotifMock UpProposed PrototypesTea Bag Design

Directions L4 | Form Development 018

MIND MAPPING

Directions L4 | Form Development

IDEAS AND SKETCHES

019


SONGKET MOTIF

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.

Laser cut pattern for the wood

022


First Mock Up

MOCK UP

023


11cm 11cm

11cm

10cm

11cm11cm

1cm

1cm

5cm

4.5cm

Mock Up Template

024


This is the first mock-up of my design. Originally, there will be a recessed area on the top of the box, however, unfortunately the supplier told me he couldn’t do that for me. So I changed my idea later.

The second idea is similar with the first one, there will be a hole on the top of the box, instead of a recessed area. The glass plate not only for the aroma oil, but also acts as a base in the songket bag which store the tea bags.

025


PROPOSED PROTOTYPES

All the materials I used for he revamped packaging is recyclable, and the wooden box can be reused as aroma oil burner; the fabric bag inside can also be reused for other purpose later, while the glass plate inside the bag is a part of the aroma oil burner.

The bag is made up of fabric with Songket pattern, which is very suitable for my packaging design. The bag can be opened and closed easily 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 the material 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. The wood using for this design is basswood, I chose this wood because it is light and soft, suitable for hand carving which also suitable for laser cutting. It is also solid enough to be transported easily.

I put effort to move towards using sustainable materials to fulfil the criteria for environmentally sustainable design.


TEA BAG DESIGN

In order to match the concept of relaxation and the direction towards Asian traditional art, I was inspired by the form of Thai herbal massage ball. 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.

027


Tea Bag Label

Initially, the tea bags I made are too long and they can’t fit into the box. So I decided to cut the unnecessary top part to make it shorter.

However, the short teabags are very incovenient for the consumers while they’re drinking the tea.

To reduce the incovenience, I decided to add a label for each tea bag, the labels will hold the tea bags in place so that it will prevent the tea bags from slipping into the cup.

Initial Idea Final Decision

3cm

4cm

Paper used:

crease line to holdthe tea bag

I prefer this design as there will be a crease along the line, so that people can know the brand is BOH even though they just have a glance.

Artcard Gloss 230gsm

Artcard Gloss 230gsm

Ideas and SketchesColour PaletteHeadline FontSubheadline Font and Body TextFront PanelOther PanelsTest Print

GRAPHIC APPLICATION

Directions L4 | Grpahic Application

IDEAS AND SKETCHES

029

Directions L4 | Grpahic Application 030

COLOUR PALETTE

Directions L4 | Graphic Application

R:0 G:0 B:0C:0 M:0 Y:0 K:0

Pantone: 6 C

R:0 G:0 B:0C:0 M:0 Y:0 K:0

Pantone: -

R:92 G:44 B:144C:36 M:69 Y:0 K:44

Pantone: 268 C

R:244 G:124 B:32C:0 M:49 Y:87 K:4

Pantone: 158 C

R:244 G:179 B:26C:0 M:27 Y:89 K:4Pantone: 7409 C

R:122 G:42 B:44C:15 M:71 Y:0 K:44

Pantone: 2602 C

R:242 G:103 B:33C:0 M:57 Y:86 K:5Pantone: 7578 C

033

Seri Songket

SongketSeri

SongketSeri

HEADLINE FONT

Great Vibes

ZapfinoRough Scripts

Snell Roundhand

SongketSeriBodoni

Final 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

Font choices for front panel

034

SUB HEADLINE FONT AND BODY TEXT

EARL GREY with TANGERINE

EARL GREY with TANGERINEEARL GREY with TANGERINE



EARL GREY with TANGERINEBaskerville

Futura

DidotBodoni

Big Caslon Medium

Raleway

Final 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

Font choices

035

Choices for front panel

SongketSeri

C O L L E C T I O N

Net weight40g (1.4oz)

20 x 2gsachets

EARL GREYwith

TANGERINEf lavoured

tea

SongketSeri

C O L L E C T I O N


20 x 2gsachets

EARL GREYwith

TANGERINEf lavoured

tea

SongketSeri

C O L L E C T I O N


20 x 2gsachets

EARL GREYwith

TANGERINEf lavoured

tea


FRONT PANEL

036

SongketSeri

C O L L E C T I O N

EARL GREYwith

TANGERINE


20 x 2gsachets

f lavouredtea

SongketSeri

C O L L E C T I O N

EARL GREYwith

TANGERINEf lavoured

tea


20 x 2gsachets

SongketSeri

C O L L E C T I O N

EARL GREYwith

TANGERINEf lavoured

tea


20 x 2gsachets

Directions L4 | Graphic Application 037


Refining the chosen front panel

SongketSeri

C O L L E C T I O N


20 x 2gsachets

EARL GREYwith

f lavoured teaTANGERINE

038

Paper used: Artcard Gloss 230gsm


Directions L4 | Graphic Application 039

TOP PANEL BACK PANELBOTTOM PANEL

Packed In Malaysia by / Dibungkus di Malaysia oleh:BOH PLANTATIONS SDN BHDNo.9, Persiaran Hampshire, 50450 Kuala Lumpur, Malaysia.

Distributor in Singapore / Pengedar di Singapura:BOH IN SINGAPORE PTE LTD.,2 Link Road, Singapore 619024.

For enquiries, please write to / Untuk pertanyaan, sila tulis kepada:BOH CONSUMER SERVICES / PERKHIDMATAN PELANGGAN BOH,P.O. Box 10245, 50708 Kuala Lumpur, Malaysia.

e-mail: [email protected] W: http://www.boh.com.my

原产区:马来西亚

SongketSeri

C O L L E C T I O N

Store in a cool. Serve hot in your favourite cup.Play good music and chill. Drink.Ingredient: Tea leaves 90%, Flavouring 10%Use before:

With a fragrant flavour, delicate, pungent and soothing EARL GREY with TANGERINE is a perfect treat

for afternoon tea.Excellent alone with lemon,

sweetened or with a dash of milk.BOH have been growing

exceptionally fine tea since 1929 when they established Malaysia’s

first highland tea garden.

A Splendid Cup of BOH Seri Songket1. Bring some fresh, filtered water to a boil.

2. For hot tea, place one tea bag in your cup.

3. Add freshly boiled water over your tea bag.

4. Steep for 5 minutes, stir to even out flavor by using the tea bag as a spoon.

Take out the glass plate from the bag and put in on the box,

Add water and few drops of your favourite scented oil into the plate, light a tea light and enjoy the aroma!

OTHER PANELS



Directions L4 | Grpahic Application

TEST PRINT

040

CONCLUSION

Final PackagingRationaleReflection and Acknowledgement

Directions L4 | Conclusion

FINAL PACKAGING

042

Directions L4 | Conclusion 043

Directions L4 | Conclusion

RATIONALE

This is a packaging revamp of BOH Seri Songket series, Earl Grey and Tangerine. The overall direction of this design is a mixture of artisan and traditional art, which is suitable to presented as a gift set as well.

The reason I made the box into aroma oil burner is, we will usually thought of ‘relax’ when we mention about aroma oil burner. Same as tea, some people drink tea to achieve relaxation, research has shown, a cup of tea can help fight hormones that are released when we are stressed out. Since both promote relaxation and help us to de-stress, both came in my mind at the same time. Not only this, Seri Songket series are inspired by the traditional fabric, Songket, whereby I can relate it to traditional Asian cultures, which are Thai spa and Balinese massage. Both of these undeniably help us to relax our body and mind, the famous massage method, aromatherapy massage, exploits the ability of body to absorb therapeutic natural oils. This is why my packaging design can turn into a aroma oil burner.

For your information, BOH Plantations is actively involved in conserving the environment, this is why I design a packaging that can be reused after. The materials I used for the packaging such as wood, fabric, tea bags, strings, glass and papers are all recyclable. After the consumers finish all the tea, the wooden box can be used as an aroma oil burner by putting the glass plate on the top of the box; while the bag inside can be reused as well.

The revamped packaging retained the colour of the old packaging, which is violet and orange. This is because both of these colours are very strong and have made a great impression in the market. Orange also represent the tangerine flavour while violet brings out the elegant feeling of tea as well as the beauty of Songket.

The laser cut Songket patterns on the wood not only emphasise the beauty of traditional art, the box also looks appealing with the subtle light of the tea light inside.

Not only I included Songket elements on my front panel, I did the same for other panels as well. The design of Songket motif on my front panel is inspired by traditional Songket flora motif, I modified it by adding tea leaves. Besides, I put in the tea pluckers illustration of old packaging because I love how the designer illustrate the tea pluckers into Songket motif, which was a brilliant idea to include tea element and Songket element at the same time. The instructions of brewing tea and turning the packaging into oil burner are illustrated clearly on the back panel so that the consumers are aware of the packaging’s extra usage.

047


REFLECTION AND ACKNOWLEDGEMENT

I am quite satisfied with the outcome, however, there are something I need to reflect so that I can do better in the future.

Firstly, I supposedly want to add gold embossed line on the front panel, but I didn’t do that due to lack of time. I should do my work earlier so that everything can go smooth and well.

Besides, the laser cutting on the wood was actually the second version of my design. The original design is too complicated and the spaces between lines are too narrow that laser cut machine couldn’t cut it because the wood will get burned. So I change the design very last minute, in this case, I should do more research about laser cutting before I went to meet my supplier so that I can create a better design. Not only that, the cutting supposedly has more details, but there’s a part with too many lines and the spaces are too narrow, the part has broken and the final outcome has a large hole around the area. As I said before, I should do more research before I start to design.

The original design for the wooden box is actually a wooden lid with a recessed area so that consumers can pour water on it for aroma oil. However, I couldn’t find a way to do the area as my supplier only works for laser cutting, so eventually, I changed my idea by using a glass plate instead. I think the whole design will be better if my first idea works.

In this project, I found myself really a careless person. While I thought everything goes well, things did not turn out as I wish. Because of my carelessness, I got a wrong measurement for the wooden box and my supplier cut the wood with wrong measurement. Fortunately, I managed to seek help from a constructor, he helped me to cut my wood perfectly with his machine. With the wrong measurement, I also did a wrong version of front panel and other panels. My careless mistakes cost me more.

A lot of people gave me a helping head while I’m doing this project. A big thank to my supplier for giving me suggestion and offering me an affordable price.I am very thankful to my mother who helped me a lot on sewing the bag. Thanks the constructor who helped me to cut my wood without charging me. I also express my deep sense of gratitude to my lecturer, Ms. Poh Li for guiding me while I am doing my project. Finally I would like to thank my friends for supporting me and giving me opinions all the time.

boh tea packaging revamp journal

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