OUGD603.
EXTENDED PRACTICE.
Brrrew Iced tea.
LIPTONS ICE TEA:
Design is bright with a combination of photograph and illustration. The design is very minimalist, appears energetic and exhilarating. There is not much content to the packaging other than logo, Image of fruit and background information such as ingredients. Something special about the bottle is the embossment of the plastic, adhering the logo to the bottle and not just the wrap around. Bottle is clear so the product is viewable, and slim in the middle for easy hand grip. An aspect I do not enjoy about Lipton's Ice tea, is the logo and also the colour scheme when used on other platforms such as their website is red and yellow. When used on the logo it appears to look like the crisp giant Walkers, and then the yellow and red doesn't really communicate anything refreshing, which is confusing as why the designers have chosen this colour scheme.
Liptons massive selling point is the idea of 'Be more tea' more so, telling consumers to choose tea over coffee. In recent work Lipton's have use kermit the frog as a company mascot to add uniqueness, meaning that the demographic customer must be of the older age group, whom will have knowledge of Kermit. The first Lipton's tea was curated in 1880 by Sir Thomas Lipton, who wanted to make and expensive drink accessible for a large range of people. Lipton's ice tea is now the leading Ice tea brand across the world and graces the shelves of retail developments in more than 150 countries.
In terms of tone of voice Lipton's seems to send mixed signals, the informational sections on the website about tea, the company and in addition product pages appear very formal, however this is contradicted via the use of Kermit the frog for advertising reasons. It may be useful to try and keep the branding consistent.
RUBRO:
Rubro is an iced tea that I learned of on a trip to Nando's where it is in fact stocked. As latte/mocha person I never really liked tea. However I was pushed to try ice tea, by all my tea fanatic buddies. Rubro is something I tried and really enjoyed. The taste is very sweet and fruity, compared to others that are more 'tea tasting' which Is what I think attracted me to the product. The packaging is very colourful as a reflection of the fruity/sweet taste and in turn is very eye catching. The difference I noticed with this product was not only the printed design, but the fact that It is solely sold in a can. I think this is probably the case as it is not a mobile drink, It is not meant to be picked up and carried around all day, put in your bag, in the fridge and saved for the next day, It is to be drank there and then in a Nandos restaurant. Therefore it is important to consider where the iced tea will be stocked as this will impact the type of packaging. In a retail or dining environment.
The packaging also seems to be reflective of a younger audience, using bright colours and a very minimalist aesthetic make using only vector illustration and type, it screams contemporary culture, and therefore would appeal to a younger audience. This is also evident as most people whom dine at Nando's on a regular basis are usually between 16-25 years and usually with friends.
It can also be determined from banners on their Facebook page that the audience is younger than most sue to bright and almost child like illustrations. If I want to connect with a younger audience, Social media such as Facebook, Twitter and Instagram are platforms I should consider.
The tone of voice appears quite 'hip' very informal, and almost approaching alike to how people would address friends.
SNAPPLE:
Snapple is a really interesting and punchy ice tea brand born out of Texas in 1972. It is one of my favourite brands that I have come across. I have had the brand in the U.S, but I haven't seen it overseas in the U.K, as far as I can find, Snapple is only distributed in the U.S. Snapple as a brand is very friendly, puts to use colloquial language and is very appealing to the young fun consumer. I feel that this brand has the biggest and unique selling point and personality so far. I feel that so far this brand is most relatable to the brand I am designing for, as it's punchy, friendly, down to earth, cheery and really cares for its roots. I feel so far that this would be Brrrew's largest competitor, however being in the U.S, Brrrew could be the Snapple equivalent in terms of tone of voice and promotion.
Snapple is for mobile use, it is distributed in the retail environment, which is confusing, as not only is it bought in a glass bottle. It also has a pop cap, pop caps are not the easiest and most functional caps to use on bottles as the can be difficult to open and close. Seemingly from platforms such as Snapple commercials, this brand of Ice tea is brewed for young adults, this is evident from the language used and also other indicators such as music.
HONEST TEA:
Honest tea almost seems as though it is the 'proper' brew of the Ice tea world. its founders were worried that much tea in the U.S was made using the remnants of tea leaves. They wanted to create a tea that used real tea leaves, that was honest, thus founding Honest tea in 1998. Honest by name, Honest by nature, the tea brand aims to be all natural.
Something I noticed about the aesthetic of the brand is the type, and how many differentiation's of type there were on one bottle. I feel this makes the design look somewhat all over the place. This thought is continued when viewing the illustrations. On the ice tea bottles the illustrations appear inconsistent using a mix of bold outlined illustration and photograph like. The merging of the two is uneasy on the eye, especially when combined with type.
This tea brand thrive on their honest approach, and do a lot in order to be recognised as a sustainable brand, with a great product. The people who buy honest tea are those who are more motivated by green consuming, or prefer the product for personal preferences such as health benefits.
SWEET LEAF:
STOLEN RECIPE:
GOLD PEAK:
NESTEA:
Nestea has been in production for approximately 20 years and so it would appear its audience are of the older catergory, possibly 30-50 whom have been loyal Nestea drinkers for a while.
Nestea is distributed in many locations including Australia, Europe, South America, United states and Asia.
Nestea has a very friendly tone of voice, welcoming, energetic and upbeat. One thing I noticed about Nestea is its popularity however one could assume that this is due to the amount of attention it has had, and how long it has been established. I find that Nestea lacks any unique selling point, or personality, meaning consumers don't particularly pick it up for the brand.
TAZO:
FUZE TEA:
TEA BREAK:
SPRING LEAF:
TI:
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