SociabiliTEA

Packaging Design

In 2000, VitaminWater was launched as a new product focused on providing enhanced water. As a part of a class assignment in packaging design, I was part of a team that researched VitaminWater and its possibilities for a brand extension. We found that there was an opportunity for VitaminWater to release a new product geared towards an increasingly technology-focused generation. After conducting our research, we each designed our own products with that target in mind.

 

The sub-brand I created is called SociabiliTEA, a flavored tea-based drink that encourages customers to be mindful, disconnect, and engage with the people around them.

PROJECT TYPE

Undergraduate

 

MY ROLE

Researcher and Designer

 

TEAM MEMBERS

Alyssa Miller

Yihao Zhang

Ellie Bloch

 

 

BRAND NEW OFFERING

VitaminWater’s brand extension with tea is meant to promote social engagement amongst old friends, new acquaintances, and family. Having a bottle of tea together means putting down your phone and taking part in a tea to be social. Instead of a water product, tea was chosen because culturally, it promotes mindfulness and social conversations.

BRAND POSITIONING

I went into a local grocery store and took stock of all of the tea brands on the shelf and where they fell on the positioning diagram. We chose to audit tea instead of energy drinks because of where the new product offering would potentially be found in stores.

TARGET AUDIENCE

BRAND ESSENCE

PACKAGING DESIGN

SociabiliTEA uses bright bold colors and fun illustrations to portray a cool and refreshing approach to a centuries-old drink. The characters have conversation starters that encourage you to talk to the person next to you, your best friend, or even a collegue, and take your eyes off the of the many screens in our lives.

The curved design of the bottle gives the packaging another layer of approachability. The size makes it easy to hold.

BOTTLE DESIGN

To encourage consumers to share SociabiliTEA with those around them, the cap of each bottle has a flavor enhancing tablet that is the same flavor as the tea in the bottle. You can swap this cap with those around you to mix up the flavors! This allows you to create flavor combinations like blueberry-lemon or peach-raspberry.

SHARE+SHAKE CAP

A SOCIAL DRINK

The design of packaging with its fun conversation starters and cartoon characters push this beverage into a different category than VitaminWater. The strategy here was to align this beverage with other social drinks like beer and coffee but with a twist.

PACKAGING FAMILY

BRAND MESSAGE

Take a minute and take a break. Have a conversation with the person next to you. Now that everyone is glued to their phones, no one really pays attention to the people standing around them. Give that person next to you a bottle of SOCIABILITEA and inspire a conversation. We’ve even given you the hook! Exchange drink caps with the person next to you and enhance your flavor experience. Remove the protection disk and then SHAKE, SHAKE, SHAKE. When is the last time you’ve shared a drink with someone that way? Well...there is a first time for everything.

CONTENT BREAKDOWN

TWO PACK

The two pack was created so that you can take one tea and share the other. The easy hold handle provides a two finger hold for your two pack of tea. The handle is reflective of the flavors it is carrying while simultaneously advertising the Swap+Shake cap capability. 

A question mark pattern has been introduced to provide some texture and reinforce the act of conversing with others.

TWO PACK

The two pack was created so that you can take one tea and share the other. The easy hold handle provides a two finger hold for your two pack of tea. The handle is reflective of the flavors it is carrying while simultaneously advertising the Swap+Shake cap capability. 

SIX PACK

In an effort to make SociabiliTEA part of the social drink category, the six pack was created to show that the tea can be served in a similar environment to beer. It contains two flavors with three bottles of each. 

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© nicole riemer 2018
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