Capstone Project: Casi Tea

Davidson’s Organics sells great products. Their premium quality teas have pleased customers all over the world for years. However, from a design standpoint, when someone looks at Davidson’s packaging, they might not recognize the quality of the teas in front of them. This is due to the poor design choices currently being made by the company. Their packaging does not stand out on a shelf, and their website is cluttered and does not do their products justice. In order to give Davidson’s the push it needs to be a big name for tea connoisseurs and casual consumers alike, I am rebranding Davidson’s Organic into Casi Tea.

Casi Tea is a brand-new way of seeing the wonderful products that Davidson’s has to offer. From a new, catchy name, to an updated logo and fresh, new package designs, rebranding Davidson’s Organics to Casi Tea will give the company the push it needs to not only retain its current customers, but also draw in a brand new, larger customer base.

Deliverables:

-Logo

-3 Tea Bag Box Designs

-3 Tea Bag Wrapper & Tea Bag Tag Designs

-3 Loose Leaf Tea Pouch Designs

-9 tile Instagram Campaign

-Microsite

Objectives:

-To independently research, design, and produce a new brand identity for Davidson’s Organics by designing and producing a logo, 3 boxes for tea bags, 3 varieties of tea bag wrappers, 3 varieties of tea bag tags, 3 bags for loose-leaf tea, a 9-tile Instagram advertising campaign, and a microsite.

-To thoroughly research the brand’s products, values, and goals to produce a rebrand true to the preexisting brand.

-To utilize all of my existing knowledge in the areas of logo design, typography, package design, color, photography, web design, and advertising design, and learn some new skills along the way.

-To successfully guide myself through the project using self-critiquing skills and judgment gleaned from my graphic design education.

-To seek and consider critique from peers and instructors and apply it when appropriate.

-To produce an entirely new, stronger brand identity for Davidson’s organics.

-To complete a successful project on all fronts, including all digital and physical productions of my designs.

-To complete a thorough and successful presentation of my work.

Company Profile:

Casi Tea (Formerly Davidson’s Organics) is a well-established tea company that has a unique position in the tea market, as they provide consumers with direct-from-garden teas from tea farms all over the world. Casi strives for only the best, from their premium-quality teas, to their certified organic farms, eco-consciousness, and commitment to ethical labor.

Casi sells a wide variety of teas, including black, green, and herbal teas that come in both bagged and loose leaf varieties. These teas are sourced from different locations all around the globe. The company seeks to push this idea so that consumers know the origin and quality of the product they are purchasing.

Target Audience:

The primary target audience for Casi Tea is U.S. based, middle-class 18–35-year-olds. This target audience goal is designed to draw in a fresh new crowd of consumers that Davidson’s Organics was not previously seeing. That being said, Casi Tea will be a company that appeals to all generations of tea-lovers with its warm and inviting designs and great products.

Research:

In order to successfully rebrand Davidson’s Organics into Casi Tea, I needed to gain a very strong understanding of the tea market. I reviewed the products Davidson’s was selling and took an in-depth look at their competitors. I also searched for other brands that had the “feel” I was going for when it came to Casi’s brand. 

Next, I formulated a concept for the Casi’s tea packaging. I decided that the boxes for tea bags should include landscape illustrations from the location that the tea was sourced from, as well as a pattern from the same location in the background. I wanted the bags for loose leaf tea to be cohesive with these boxes, but not the same, so I decided to keep the bags a little simpler and use only a pattern from the location where the tea was sourced from all over the bag. 

From there, I researched the teas, locations, and patterns I wanted to base my designs around.