B&W Logo & Product Package Design Brief 2013

Brand At Present Barnes and Watson Tea represent heritage, value and premium quality that is inherent in a Colonial Tea Brand. The tea comes from a lineage that boasts of generations of expertise and wealth of knowledge. Hand plucked from the best locations across the world a B&W cup of tea will be most indulgent beverage experience you've had. Having being in the Tea business from 1923, Barnes & Watson boasts of a plethora of flavours that is influenced by the global nature of the company.

Current Requirement 1) A logo that will travel across different markets and product ranges 2) Concepts and designs for 2 lines of tea targeting 2 separate markets 3) 1 2 page direct mailer

LOGO REQUIREMENT The fundamental principle which the logo must adhere to is the versatility of its potential use. The 3 values that the logo must embody are: 1) Dynamic 2) Premium Quality 3) Indulgence

PRODUCT PACKAGE REQUIREMENT 1|Page

B&W Logo & Product Package Design Brief 2013

B&W - Simply Ceylon Range Range Description: Rich Heritage, for centuries we've traveled valleys of SL to bring you the best hand plucked teas. Quality is a given within the realm of this range and its tailor-made for the intelligent tea drinker who knows his blend. Range encompasses - Black Tea - Green Tea - Herbal Infusions & White Tea Target Market: Russian/ Ukraine/ Germany Competing Brands: Gerard (image attached), Riston, Zylanica, Greenfeild, Kusmi Tea, Akbars, Ahmed, Hyson Teas (refer to the websites for reference) Pricing: B&W willl be priced 10% higher than above mentioned brands Design Requirements: This range carries Teas Bags and Loose Teas - For Tea Bags - You can create something unique. For Loose Teas - we'll like pictures of the real tea on boxes. Please use some tea for sample designs and we'll courier you the actual tea for you to take photographs for the final products (this is for the loose tea line only). 1. Design must be uniquely identifiable by the Range category; this includes black tea, green tea, herbal infusion and white tea with matching color schemes or some design element thats appropriate 2. Logo must be the most prominent thing on the box. 3. Clean yet embellished with classy motifs (see attached) 4. When creating the packaging, please ensure that there are two faces (front, standing vertical; side, laying horizontal). Think of teas found at a supermarket, the face can be seen if it was shelved vertically or horizontally.

Other Mandatories The following information is mandatory. It's upto the designers discretion as to how it needs to be placed. However it needs to be placed in a clean and neat manner and not appear cluttered. 2|Page

B&W Logo & Product Package Design Brief 2013

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. Ingredients Use dummy text Brewing Instructions (reference image attached) Blend Writeup Use Dummy Text Manufacturer details - Leave Blank Space for Distributer Details - Leave Blank Nutritional table (reference image attached) Packing Details; - Leave Blank Batch No: - Leave Blank Packed Date: - Leave Blank Best Before Date: - Leave Blank Lion Logo (reference image attached) A sentence that denotes Store in Cool Dry Place

The dimensions required is in the list of Boxes Needed for this Range (see attached file)

B&W - Simply Paradise range Range Description - These teas are meant to refresh and rejuvenate the mind, body and soul. The look and feel must be fresh, fruity, natural and pastel. The feeling that it invokes is one of peace and tranquility. The design must be new age and dynamic. Range has 3 product categories 3|Page

B&W Logo & Product Package Design Brief 2013

- Black Tea - Green Tea - Herbal Infusions & White Tea Target Market - UK / Japan / China/ South America / Africa The brands we aspire in terms of design and will be competing in this range - Twinnings http://twinings.co.uk/twinings-herbal-sensations Pricing B & W is known for its quality and will be priced 10% higher than above mentioned brands Design Requirements: This range only carries Tea Bags giving the designer a freehand in terms of product package. 1. Design must be uniquely identifiable by the Range category with matching color schemes. 2. Logo must be the most prominent thing on the box on all sides but one (not one small side) 3. Clean yet infused with freshness and frutiness 4. When creating the packaging, please ensure that there are two faces (front, standing vertical; side, laying horizontal). Think of teas found at a supermarket, they face can be seen if it was shelved vertically or horizontally.

Other Mandatories The following information is mandatory. It's upto the designers discretion as to how it needs to be placed. However it needs to be placed in a clean and neat manner and not appear cluttered. 1. 2. 3. 4. 5. 6. Ingredients Use dummy text Brewing Instructions (reference image attached) Blend Writeup Use Dummy Text Manufacturer details - Leave Blank Space for Distributer Details - Leave Blank Nutritional table (reference image attached) 4|Page

B&W Logo & Product Package Design Brief 2013

7. 8. 9. 10. 11. 12. Packing Details; - Leave Blank Batch No: - Leave Blank Packed Date: - Leave Blank Best Before Date: - Leave Blank Lion Logo (reference image attached) A sentence that denotes Store in Cool Dry Place

The dimensions required is in the list of Boxes Needed for this Range (see attached file)

Deliverables 1. Logo Design 2. Simply Ceylon - 4 Ranges - 4 Master Designs (Black Tea Bags/Black Tea Loose/Green Tea Bags/Green Tea Loose) - 28 adaptations. 3. Simply Paradise - 3 Ranges - 3 Master Designs (Black Tea Bags/Green Tea Bags/Herbal Tea Bags) - 15 adaptations. 4. Document with different ways to use logo, typeface use/alignment, colors, Logo Orientation, reverse type 5. 3D images and Jpg's of artwork of 51 boxes for website usage. Each individual box (51) and the 2 ranges (Simply Ceylon & Simply Paradise) seperately. 53 in total. 6. Illustrator with open layers of all 51 package designs. 7. Sticker Seals that will go on boxes... Either color coordinated, but unique B&W design. 8. 1 direct mailer introducing these 2 lines - we will provide the text. Proceed with dummy text for the moment. Other Notes 5|Page

B&W Logo & Product Package Design Brief 2013

Designs should be fully editable by us in the future (layers Open). we should be able to resize and edit in-house if needed. Upon handover - will need to make sure we can edit the Illustrator files' texts as we will need to translate text in-house in the future. Winner must be flexible and be able to work out tweaks till completion. The first 3 sets of changes must be done Free of Charge. must be available for follow up projects. Follow on projects are - organic range, Sachet Range, Tin range and Website. We are including a box design PSD for your reference in terms of the layout for the 25 teabag box design. However we want the package design to be on 2 sides with vertical and horizontal orientation and 3 sides need to be either clean with the logo or incorporate some design motifs on a few sides. All the information needs to be included at the bottom panel. ON COMPLETION ALL COPYRIGHTS NEED TO BE TO HANDED OVER TO MTE We at Barnes & Watson are very excited at embarking on this amazing journey and are looking for designs that instill a sense of indulgent aspiration. More importantly we are looking to work with individuals who have the ability inspire with their creativity and work with a lot of heart and spirit. Good Luck and we look forward to your designs.

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