This drop brief required a new brand of rooibos tea to be rebranded in South Africa, Unites States of America and Europe, specifically for sales online. As well as a new name which needed to be original to the target countries, as well as a logo design which needed to be created.
In order to do this, I needed to make myself aware of the brand problems that needed to be engaged. First, how will I find an original rooibos tea package design, name and logo that does not yet exist - without some how plagiarising a current standing design, as the tea has been around for a long time (1900) and all forms of identification of the tea would most likely have already been used. Secondly, finding a specific target market would be difficult because tea is very regularly consumed by all people all ages. In order to solve these problems I needed to do my own research on the origin of
In order to effectively reach my target market and advertise the new packaging through specifically
chosen contact points, in order to increase sales and portray an authentically african design reflecting South Africa’s history of the late Khoisan bushmen.
the tea and the history of ‘Rooibos’ and in order to create a new design relating to the task at hand.
I chose a colour scheme that would best represent colours of Africa, as well as the colours found in the name ‘Rooibos’ which translates to ‘Red-bush’ in Afrikaans. In doing this I came up with three suitable colours that I believed best represented the tea (red, orange and dark purple). Each colour held a specific link to Africa. The red linking to the sand in which the bush men grew their grass in the red sand.
Orange with a close tint to brown to reflect the hot sun that shines down on the plant and a purple for the Khoisan who were apart of the discovery.
When looking for ideas of the logo it was ideal to look for something different in order to emphasis the concept of ‘out of Africa’ tea. After looking for the obvious designs such as cave paintings and the Rooibos plant, I decided to change my view by zooming out and focused on the African concept and looked at african masks. As a result I found myself constructing a minimal line drawing of an african mask as I found this
would best portray the an African feel.
The name of brand is pretty self explanatory as the Rooibos plant is based in Africa, it would only make sense to sell the product at its true identity. In doing this I came up with the name ‘OUT OF AFRICA’.
When it came to creating the contact points I had to think of three different mediums that would work best when trying to reach the tea target market. A gift card, tea package design as well as a voucher were
created as the different contact points. The gift card idea was advertising that would encourage consumers to purchase a box of tea online and get the second one free, as well as the option to chose the rooibos flavour of their choice. The second contact point would be a information pamphlet that contains all their is to know about the tea and where to purchase it. Thirdly is the product itself which has been designed to portray the african feel and show some diversity.
In conclusion the tea packaging created was inspired by being truly african in my roots and finding a way that would best represent this brand identity and attract the tea lovers out there.
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