Young Designers 2011

		Young Designers 2011
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Romi Dey | romi.dey@gmail.com

IdentiTEA

Design for Retail Experience | PGDPD
Guide: C S Susanth
Sponsor: Studio Print Art, Kolkata

Keywords
Brand identity
Packaging
Youth market
Beverages

While working at Studio PrintArt, a well-known design house in Kolkata, I got the opportunity to develop a tea brand, right from creating its identity to branding and graphic packaging design. EnBoost Beverages Pvt. Ltd., a start-up, predominantly focuses on launching and marketing beverages such as tea, coffee and health drinks. I referred to various books, journals and the internet to learn about branding, identity creation and packaging of such projects.
Initially, the client wanted me to create a brand which would attract the youth, because they are the ones who are willing to spend money on branded products. The first step in the brand creation process involved understanding the beverage-consuming market in India, especially for tea, and the client’s competitors. I started picking up words that related to youth, which later inspired me to conceptualize to the level of creation.
The challenge in creating this brand lay in deciding the approach that would convey its essence. By being direct but not literal, I succeeded in conveying the reason why tea is still one of the favourite drinks in India through my final concept.
I learnt immensely from the process of creating a brand’s identity and package design. I wish to create many more brands and packages, which will be here to stay.