Daniel Chang

P 1

Product Design

Luxy // VESPA HELMET

Research

P 2

Luxy Vespa Helmet

The Vespa Fashion //

Vespa, the utilitarian scooter was introduced in

the 1946. Over sixty years have passed, the Vespa

received both enthusiasm and diffidence initially and

sold over 15 million scooters throughout the world.

Not only did it motorize entire countries, but also

became a style and fashion statement.

P 3

Product Design

Our research indicates that higher fuel prices have led

people to buy scooters as alternative transportation.

As of 2008, the U.S. motorcycle market is worth

$ 14.6 billion, and is expected to reach $ 21 billion

by 2011. Female ownership of motorcycles has also

been increasing since 1998.

Research

The Lifestyle //

P 4

Luxy Vespa Helmet

P 5

The number of women riding scooters has grown

36% since 1998. Today, more than 4.3 million

women can operate a scooter and even more female

riders are expected to enter the market in the future.

Vespa Increase in demand //

Product Design

P 6

Research

Luxy Vespa Helmet

The Life With A Vespa //

Vespa has become an international concept

representing a dream and the desire of free times,

beautiful weather and the pleasure of driving in the

open air with the sun and wind.

P 7

Product Design

Research

P 8

Luxy Vespa Helmet

The Attitude //

P 9






Product Design

The Vespa is a recognizable symbol of modern

Italian-ness lifestyle: The joyful, popular, confidence,

and the sassiness.

P 10

IN 2007, 131,000 NEW WERE SOLD IN THE UNITED STATES.

Research

Luxy Vespa Helmet

P 11

Product Design

Research

P 12

Luxy Vespa Helmet

The Comparative Analysis

The Vespa Market //

Arai Classic-C HelmetPrice: US $ 300+

Pro features:

Strong shell, lightweight, comfortable and washable

interior.

Arai’s helmets are best reviewed for their comfort

and durability. The helmet offers the user to change

their visor and interior padding for custom fits.

Helmet buyers seek for helmets that are:

Fashionable, comfortable, good ventilation and value.

P 13

Product Design

Shoei RJ Air PlatinumPrice: US $ 250+

Pro features:

Lightweight, smooth passage of air, improved

cooling performance.

Shoei is known for their quality fit, style

and craftsmanship, However the visor does not

cover the front of the user’s face.

AGV Dragon HelmetPrice: US $ 150+

Pro features:

Lift-up, clear scratch resistant face shield.

quick-release buckle.

Fashionable design language, but the finish of the

helmet and visor gets scuffed easily. The helmet also

does not offer much air ventilation.

AFX 43 HelmetPrice: US $ 100 +

Pro features:

Affordable price range,

meets the standard requirements.

AFX helmet targets for lower prices, However the

quality suffers. the helmet is reviewed for being

cramped and flimsy.

Research

P 14

Luxy Vespa Helmet

When choosing the right helmet, these experienced

riders look for: aesthetics, fashion, brands, comfort

and fits. However, these female riders brought up a

new point. There are little to no helmet design that

are just for the female audiences.

The Interview //

Grace and Kim - They have been together for three

years and have been riding their Vespas together.

They’ve looked for matching helmets but haven’t

seen anything in the market.

Why can’t helmets be gender specific ?

P 15

Product Design

Julie - She felt that helmets in the market are

bulky and heavy. The form language are manly. She

wished that there were more varieties of helmets

for her to choose from and not just the colors.

Jeremy - He felt that helmets are bulky. Often

under sunlight it gets too hot and uncomfortable.

He mentioned that comfort and fits were the most

important aspects when choosing a helmet.

Alice - She has been wearing her Vespa helmet

for commuting to school for three years. However,

she wished she could look a little sexier when she’s

wearing her helmet.

Research

P 16

Luxy Vespa Helmet

Many helmets in the market are aesthetically

challenged. The form language are often masculine

and aggressive. The more expensive helmets in

the market are typically bulky, heavy, and even

uncomfortable.

The Main Issues //

Headache

Uncomfortable

The “Helmet Hair”

P 17

Product Design

- Helmets are ugly looking.

- Helmets will mess up their hair.

- Helmets are hot and uncomfortable.

- Mismatching outfits.

Most common reasons for not wearing helmets are:

Lack of Ventilation

P 18

Luxy Vespa Helmet

Design Benchmark

Fashion Statement

A helmet can be more than just a protective gear. It

could be stylish at the same time.

There is an opportunity to design a helmet that proves

beauty and safety can coexist stylishly.

Refreshing Ventilation

Ventilation is the number one issue people complains

when wearing their helmets.

Ventilation can be a design opportunity engineering

to give the best ventilation as possible.

Quality Control

Quality features such as removable liners, helps to

keep the helmet in good hygiene.

Materials such as memory foams, breathable fabrics

will provide the best fit and comfort.

P 19

Product Design

DesignBenchmarks //

Safety First

‘Half helmets’ covers only the top of the head, they do

not offer sufficient protection.

The helmet design should be a 3/4 ‘open’ helmet that

covers the head and ears for the most protection.


P 20

Luxy Vespa Helmet

Inspirations

The inspiration of the design were inspired by retro

Mod girls and fashion hairstyles. The color scheme is

a simple pearl white and lipstick red to bring out the

elegance and femininity.

The Inspirations //

P 21

Product Design

An International Symbol //

Inspired by 70s iconic celebrities, combinations

of style, history and elegance. The concept is to

compliment the timeless design of Vespa that

transcends fashion.

P 22

Luxy Vespa Helmet

Sketches

The Helmet Hair //

July . 6th . 2009

Scooter Helmet

SketchesBack Design

Product Design II . Summer 2009 . Shih-Tung Chang . Instructor: Fridolin Beisert

July . 6th . 2009

Scooter Helmet

SketchesVisor Knot / Side


P 23

Product Design

July . 6th . 2009

Scooter Helmet

SketchesBack Design


P 24

Luxy Vespa Helmet

Prototype

The Modeling //

Mock ups were created to fit on the mannequin,

the foam model was hand sculpted to perfect the

curvature of the design. Furthermore, the process

moved on to computer modeling. The liners were

created with leather, memory foam, and lipstick-red

fabrics to complete the helmet.

P 25

Product Design

The prototypes were modeled to fully understand

the femininity of the design through form and color.

More importantly, to visualize how the helmet will

look on actual riders.

Solidworks Modeling //

P 26

Luxy Vespa Helmet

Orthographic Views

Height: 8”Width: 8”Memory foam pad and EPS (Expanded Polystyrene) liner.

Durable kevlar material.

P 27

Product Design

Visor knob: Equip on/off or turn the visor

Depth: 9”

Decoration: Leather border.

Adjustable chin strap.

P 28

Luxy Vespa Helmet

Advertising

P 29

Product Design

The Luxy is aimed to capture the essence of Vespa

scooters. Its idea is to effectively promote helmet

usage while allowing riders to travel with safety

and glamour.

Travel with Style and Safety //

Research

P 30

Luxy Vespa Helmet

P 31

Product Design

Luxy is a women’s Vespa helmet for commuting

and casual scooter riding. The distinctive and

gender-specific design is visually pleasing and

attention grabbing. The unique look opens an

opportunity in the helmet market, proving that

style and safety can coexist.

The Glamour //

P 32

P 33






Product Design

BLOOM // INFLATABLE CHANDELIER

Research

P 34

Bloom Inflatable Chandelier

In the 21st century, there has been an emergence

of DIY products for consumers to easily design the

dream house of their own. The modern trend of

decoration are becoming to be elegant, minimal,

clean and luxurious.

The Modern Lifestyle //

P 35






Product Design







Research

The Lifestyle //

P 36

Luxy Vespa Helmet

P 37

Product Design

Contemporary Living //

Today, living environments are designed to look

beautiful and stylish. Furniture are also designed to

complements the living area. A stylish modern living

space often features minimalist design, making it

ideal for every part of the room.

P 38

Research


Mood Creating Aspects of Lighting //

Light is an element of design which should be used

not only for visual comfort, but also to achieve

predetermined emotional responses from the lighted

living environment.

P 39

Product Design

LEDs present many advantages including lower

energy consumption, longer lifetime, smaller size,

faster switching, and greater durability and reliability.

Many CFLs are designed to replace an incandescent

lamp and can fit into existing light fixtures formerly

used for incandescent.

Types of Light //

Light-emitting Compact fluorescent

Research

P 40


The DIY Lamps //

KNAPPA

Price: US $ 29.99

Feature:

Gives a soft mood light

to the environment.

Pro:

Affordable, small,

light weight and stylish.

Top selling IKEA lamps in the market, although

stylish and compact, the self-Assembly require hours

to put into assembly


P 41

Product Design

FILLSTA KLOVER MASKROS

Price: US $ 49.99

Feature:

Provides an ambient light

to the atmosphere.

Pro:

Intricate patterns,

lighter assembly.

Price: US $ 69.99

Feature:

Gives a good general light

standing or hanging.

Pro:

Ability to hang or stand

on the ground.

Price: US $ 89.99

Feature:

Projects decorative patterns

onto ceiling and wall.

Pro:

Decorative and unique

in shapes.

P 42

Inspirations


The Inspirations //

P 43

Product Design

P 44

Inspirations


Bring Nature Into Living //

A simple decoration of household plants can bring

life and elegance to the space.

The outdoors has a natural appeal to humans. The

sky, earth, water, and other outdoor elements make

us feel refreshed, calm, and one with the earth.

P 45

Product Design

Shapes of Nature //

Nature is an inspiration of shapes, color,

textures,mechanism and even movements. It’s a

never ending source of ideas that could apply to

product designs, including chandeliers.

P 46

Sketches

The Art of Nature //


The concept is inspired by the succulents ability to

store “air pockets” inside their leaves. By studying

the plants shape, form and patterns, the ideation

sketches transformed the inspiration into a

meaningful product.

P 47

Product Design

P 48

Mock Up

Mock ups were created with zip lock re-closeable

bags. The idea is to study possible forms that could

be created with air as well as shapes that mimics

the succulent plants.

Experiments //


P 49

Product Design

P 50

Packaging


1. Select 2. Open 3. Insert 4. Inflate

P 51

Product Design

The concept was to incorporate the packaging as

part of the support for the chandelier, making this

product as intuitive and simple for self-assembly.

Packaging Concept //

P 52

Packaging

The tubing of the packaging is the package for

product to be sold in. The sustainable design is not

only eco-friendly but also allows the chandelier to be

restored for future storage.

Smart Packaging //


P 53

Product Design

Light Bulb

Packaging / Hanging Support

Valve

Inflatable Body

Cap

P 54

Features

Features And Benefits //


- Light-weighted

- Safe material

- Portable

- Sustainable packaging

- Simple assembly

- Easy to store

- Inexpensive

- Soft ambient light

- Playful

- Transformable as a floor lamp

- Customizable colors

- Unique

P 55

Product Design







Research

The Lifestyle //

P 56


P 57

Product Design

A refreshing addition to the environment //

P 58

Scenario

The air-filled lamp is light weight and portable to

be carried around. The colors can be customized to

fit each individuals preference. Also, unlike other

pendant lamps, Bloom can be turned upside down

as a floor lamp.


Great for outdoor //

P 59






Product Design

P 60

Beauty Shot


Bloom //

BLOOM is an inflatable lighting that is

packaged to be easily assembled and installed.

The material’s ability to inflate provides a safe

and soft ambience to the living environment.

P 61


Research

P 62

Lipton // REBRANDING STRATEGY // Volume 1

P 64

Project Brief

Repackaging Lipton //

Lipton Rebranding Strategy

The brief of the project is to rebrand the Lipton tea.

The concept was to develop a branding strategy

that will attract targeted audiences with innovative,

ethnic, and as exciting collectables to compete with

other tea bags in the market.

Lipton’s Rose VioletLipton’s Formosa Oolong

Lipton’s Lady LavenderLipton’s Earl Grey Lipton’s English BreakfastLipton’s Darjeeling

P 65

Research

P 66

Tea were introduced into Britain by the early 1800s.

About 9 million cups of tea were sold each year.

While drinking tea in Britain was extremely popular,

it was Sir Thomas Lipton who created the brand the

end of the 19th Century. In 1893, he established the

Thomas J Lipton Co.

About Lipton //


Product Design

P 67

As Lipton became a global corporation, in 1991,

Lipton partnered with the Pepsi for the marketing of

ready to drink teas in North America. Also Covering

many non-US markets Asia and European markets.

Lipton Today //

Research

P 68


Lipton’s ready to drink green-tea // $ 1.50 US Cool brew tea bag pack // $ 3.50 US Instant ice tea powder // $ 4.50 US

P 69

Product Design

Product Overview //

As leader of the tea leaf production. Lipton offers

wide ranges of products from ready to drink, powders

and the iconic yellow-brand tea bags.

Instant ice tea powder // $ 4.50 US Lipton’s Yellow Label // $ 4.50 US Trademarked pyramid tea bag // $ 3.99 US Various herbal tea selections // $ 3.99 US

Research

P 70

While drinking tea is becoming a routine, many tea

bag packaging are focused on innovation, luxury,

and experiences. Accessories are also designed to

complement the tea bags such as: tea trays, glass

and ceramic cups and teapots.

Innovation in Packaging //


P 71

Product Design

P 72

Consumer Archetypes


Consumer Archetypes //The Curious Drinker

The Young Professional

The Ice tea Mom

The Tea Party Planner

The Spiritual Meditator

The High-Brow Critic

P 73

Product Design

+ Loves syrup addition to their drinks.

+ Does not own any tea wares.

+ Favorite tea : Boba milk tea.

+ High school to college students.

+ Gender : Male and Female.

+ Likes to hang out in local tea shops.

+ Enjoys ready-to-drink beverages.

+ Young Adults : 16 - 25.

The Curious Drinker // The Young Professional //

+ Drinks multiple cups of tea or coffee a day.

+ Owns a washable tea mug.

+ Favorite tea : Black tea.

+ Full time workers.

+ Gender: Male and Female.

+ Single, some married.

+ Mainly drinking coffee for the caffeine.

+ Adults : 25 - 35.

Independent, Employed, Tech-savvy.

Playful , Expressive , Youthful.

P 74

Consumer Archetypes


+ Likes to invite friends over.

+ Fashionable, cares about beauty.

+ Owns a complete set of tea ware.

+ Favorite tea : Herbal tea.

+ Married, Housewives.

+ Gender : Females.

+ Has a group of married female

friends in the neighborhood.

+ Enjoys being host for a party.

+ Adults : 30 - 50.

The Tea Party Planner //The Ice tea Mom //

+ Enjoys making ice tea to be refrigerate

for kids.

+ Likes to plan picnic.

+ Favorite tea : Lemon ice tea.

+ Married, have children that attend grade school.

+ Gender : Female.

+ Mix tea using powders or flavoured tea bags.

+ Likes the addition of fruit flavours.

(Lemon, passion fruit, peach etc.)

+ Adults : Early 30s - 50.

Refreshing, Summertime, Family-Oriented.

Talkative , Social , Fashionable.

P 75

Product Design

+ Enjoys green tea/powder over most types of tea.

+ Has a favorite set of tea ware.

+ Favorite tea : Green tea.

+ Married, some single.

+ Gender: Males and Females.

+ Prefers loose tea leaves but will

sometimes accept tea bags.

+ Very health conscious.

+ Adults : Late 20s - 50.

The Spirituel Meditator //

Rejuvenating , Organic , Relaxing.

The High-Brow Critic //

+ Educated, retired.

+ Will only accept tea from tea leaves.

+ Has a group of friends in the same age.

+ Favorite tea : High-end tea leaves.

+ Married, kids are grown up.

+ Gender : Males and Females.

+ Understood each types of tea.

+ Has a multiple set of tea ware.

+ Not open for experiment with their teas.

+ Adults : 40 - 50.

Cultural, Authentic, Analytical.

P 76

Product Branding Strategy


P 77

Product Design

SWOT //

+ Geographical diverse.

+ Extensive knowledge of local culture

and tastes.

+ Iconic yellow label.

- Packaging does not have any regional

design change other than the text.

- No innovation for shelf appeal.

+ Introduce sub-brand that focused

on packaging innovation and creative

ways to drink tea.

- Competitors in the same price range

with more attractive packaging.

S W

O T

Packaging and Design

P 78


Positioning Matrix //


Although highly accessible, Lipton’s packaging are in

the unattractive and Western-styled region. Buyers

are mostly buying it as coffee-alternatives or making

iced tea for refreshment..

+ Geographical diverse.

+ Extensive knowledge of local

culture and tastes.

+ Iconic yellow label.






S W

O T

Packaging and Design

+ Introduce sub-brand that focused

on packaging innovation and creative

ways to drink tea.

P 79

Product Design

Unattractive

Attractive

Western Eastern






OPPORTUNITY

P 80


Archetype Positioning Matrix //


The matrix shows that the current market of Lipton’s

buyer are mainly office workers, young adults and

housewives. The missed opportunity of Lipton’s

market are people who are health conscious and

people who prepares tea as a lifestyle.

ARCHETYPE FOCUS

REACHING OUT

The Office Worker

The Ice tea Mom

The Curious Drinker


P 81

Product Design

Unattractive

Attractive

Western Eastern


Research

P 82

Luxy Vespa Helmet

Keywords //

P 83

Product Design

Heritage, Nostalgic, Eccentric, Classic, Innovative.Keywords //

P 84



Improve brand impression by using the strong

heritage of Sir Thomas Lipton.

Adding personality, fun factor and retail appeal.

Introducing an easy On-The-Go concepts.

focusing on convenient and fun.

Introduce a classical set that targeting individual

lifestyle tea drinkers.

Adding values, premium feeling to the brand.

Co-brand with kitchen appliance companies to

produce products. (Authentic, Ethical designs.)

Expand globally targeting Asian countries.

The idea of Gifting, such as accessories for tea

drinkers that drink tea as a lifestyle.

Short Term5-12 Months

Mid Term2-5 Years

Short Term10+ Years

Strategy Roadmap // Short Term

P 85

Product Design

In 1864 Lipton was a cabin boy on a steamer running

between Glasgow - city in Scotland. Lipton used

the wages he had saved to purchase passage on a

ship bound for the U.S. Where he would spend five

years working and traveling all over the country.

He returned to Glasgow in 1870, opened his first

provision shop—Lipton’s Market—in area of

Glasgow.

This was so successful that Lipton soon established

a chain of groceries, until finally he had stores

throughout Britain. n 1880, Lipton’s empire had

grown to 300 stores, he entered the tea trade

and opened his tea-tasting office. In 1890, Lipton

distributed the tea company through Europe and the

Europe and the USA.

Enhance Lipton’s Heritage

P 86









Sir Thomas Lipton as Vinyl Figure

P 87

Product Design

Inspired by Designer Toy Collectors //

Like designer toys in general, urban vinyl figures

feature original designs, small production numbers,

and are marketed to collectors, predominantly

adults. The designs are not only attractive to the

young audiences but also adds the fun factor of

the tea bags.

P 88

Sketches


The Personification //

Inspired by Urban vinyl figures and with combined

of Lipton’s strong heritage. The designs are not only

to increase shelf appeal, but also focus on telling

hundreds years of Lipton’s heritage, ethnic and story.

P 89

Product Design

P 90

Design Process


Mock Ups //

P 91

Product Design

P 92

Advertising


Oolong are gro

wn at high

elevatio

ns in

Taiwan, w

hich has a

unique environment d

ue

to its ge

ographical

location, m

ountainous

terrain, an

d subtro

pical cli

mate. This t

ea is a

type of se

mi-oxidized tea th

at is co

mmonly

brewed str

ong and is

known to help health

and metabolism

.

Lipto

n’s F

ormosa O

olong

If you have

questions o

r to lea

rn more about te

a & healt

h

Call 1.888.547.8668 or vi

sit lipton.co

m

Boil wate

r | Add tea

leaf | P

our 200 cc

| Stee

p 5 mins

®

®

This Darje

eling comes fr

om the Gopald

hara

Tea Esta

tes, one of th

e last fa

mily-owned tea

estates in

India. This a

utumn flush tea is

harveste

d right af

ter the rai

ny seaso

n and

steeps a

bolder, yet sm

ooth and sw

eet brew

that lingers o

n the palat

e.

If you have

questions o

r to lea

rn more about te

a & healt

h

Call 1.888.547.8668 or vi

sit lipton.co

m

Boil wate

r | Add tea

leaf | P

our 200 cc

| Stee

p 5 mins

Oolong are grown at high elevations in

Taiwan, which has a unique environment due

to its geographical location, mountainous

terrain, and subtropical climate. This tea is a

type of semi-oxidized tea that is commonly

brewed strong and is known to help health

and metabolism.

Lipton’s Formosa O

olong

If you have questions or to learn more about tea & health

Call 1.888.547.8668 or visit lipton.com

Boil water | Add tealeaf | Pour 200 cc | Steep 5 mins

®

®

This Darjeeling comes from the Gopaldhara

Tea Estates, one of the last family-owned tea

estates in India. This autumn flush tea is

harvested right after the rainy season and

steeps a bolder, yet smooth and sweet brew

that lingers on the palate.




®

®

Lipton’s English Breakfast Tea derives from a

marketing idea by the tea master Drysdale

to sell his blend of tea as a “Breakfast Tea.”

With its full-bodied brisk, this tea can be

enjoyed by itself, or with milk and sugar to

make a delicious drink.



Earl Grey is a select blend of black teas

infused with the distinctive aroma scent of

bergamot, a citrus fruit. The name comes

from a British Prime Minister by the name

of Earl Charles Grey. The tea is served hot

or cold, black or with milk and sugar,





®

®

Lipton’s Englis

h Breakfast Tea d

erives fr

om a

marketing id

ea by th

e tea mast

er Drys

dale

to sell his b

lend of tea as

a “Breakfast

Tea.”

With its full-b

odied brisk, th

is tea ca

n be

enjoyed by itself, o

r with milk an

d sugar

to

make a d

elicious d

rink.

If you have

questions o

r to lea

rn more about te

a & healt

h

Call 1.888.547.8668 or vi

sit lipton.co

m

Earl Grey

is a se

lect blend of black

teas

infused with the distinctiv

e aroma sc

ent of

bergamot, a

citrus fr

uit. The nam

e comes

from a B

ritish Prim

e Minister b

y the nam

e

of Earl Charle

s Grey

. The tea is serve

d hot

or cold, black

or with milk an

d sugar

, If y

ou have quest

ions or to

learn more a

bout tea &

health

Call 1.888.547.8668 or vi

sit lipton.co

m

Boil wate

r | Add tea

leaf | P

our 200 cc | St

eep 5 mins

Boil wate

r | Add tea

leaf | P

our 200 cc | St

eep 5 mins

®®

Boil water | A

dd tealeaf | Pour 200 cc | Steep 5 mins

Lady Lavender is made from

selected black

tea infused with the floral m

elody of

premium

Lavender flowers. Like other black

teas, Lady Lavender can be enjoyed alone, or

with m

ilk and sugar, resulting in an aromatic

and delicious milk tea that calm

s and

soothes the senses.

If you have questions or to learn more about tea &

health C

all 1.888.547.8668 or visit lipton.com

Dried V

iolet Roselle Flow

er, also known as

Hibiscus, is a dark red flow

er. The dried rose

flowers brew

a deep red color with a tart

and tangy flavor. It is also aromatic, strong

sweet astringent and cooling w

ith mild

diuretic properties. Perfect choice for a tea

party afternoon.

If you have questions or to learn more about tea &

health C

all 1.888.547.8668 or visit lipton.com

Boil water | A

dd tealeaf | Pour 200 cc | Steep 5 mins

Lipton’s Rose Violet

Lipton’s Earl Grey

Lipton’s Darjeeling

P 93

Product Design

Oolong are gro

wn at high

elevatio

ns in

Taiwan, w

hich has a

unique environment d

ue

to its ge

ographical

location, m

ountainous

terrain, an

d subtro

pical cli

mate. This t

ea is a

type of se

mi-oxidized tea th

at is co

mmonly

brewed str

ong and is

known to help health

and metabolism

.

Lipto

n’s F

ormosa O

olong

If you have

questions o

r to lea

rn more about te

a & healt

h

Call 1.888.547.8668 or vi

sit lipton.co

m

Boil wate

r | Add tea

leaf | P

our 200 cc

| Stee

p 5 mins

®

®

This Darje

eling comes fr

om the Gopald

hara

Tea Esta

tes, one of th

e last fa

mily-owned tea

estates in

India. This a

utumn flush tea is

harveste

d right af

ter the rai

ny seaso

n and

steeps a

bolder, yet sm

ooth and sw

eet brew

that lingers o

n the palat

e.

If you have

questions o

r to lea

rn more about te

a & healt

h

Call 1.888.547.8668 or vi

sit lipton.co

m

Boil wate

r | Add tea

leaf | P

our 200 cc

| Stee

p 5 mins

Oolong are grown at high elevations in

Taiwan, which has a unique environment due

to its geographical location, mountainous

terrain, and subtropical climate. This tea is a

type of semi-oxidized tea that is commonly

brewed strong and is known to help health

and metabolism.

Lipton’s Formosa O

olong




®

®

This Darjeeling comes from the Gopaldhara

Tea Estates, one of the last family-owned tea

estates in India. This autumn flush tea is

harvested right after the rainy season and

steeps a bolder, yet smooth and sweet brew

that lingers on the palate.




®

®

Lipton’s English Breakfast Tea derives from a

marketing idea by the tea master Drysdale

to sell his blend of tea as a “Breakfast Tea.”

With its full-bodied brisk, this tea can be

enjoyed by itself, or with milk and sugar to

make a delicious drink.



Earl Grey is a select blend of black teas

infused with the distinctive aroma scent of

bergamot, a citrus fruit. The name comes

from a British Prime Minister by the name

of Earl Charles Grey. The tea is served hot

or cold, black or with milk and sugar,





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Call 1.888.547.8668 or vi

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m

Earl Grey

is a se

lect blend of black

teas

infused with the distinctiv

e aroma sc

ent of

bergamot, a

citrus fr

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ritish Prim

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of Earl Charle

s Grey

. The tea is serve

d hot

or cold, black

or with milk an

d sugar

, If y

ou have quest

ions or to

learn more a

bout tea &

health

Call 1.888.547.8668 or vi

sit lipton.co

m

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Lipton’s Lady Lavender

Lipton’s English Breakfast

Lipton’s Formosa Oolong

Research

P 94

Luxy Vespa Helmet

P 95

Product Design

Research

P 96


P 97

Product Design

Lipton // REBRANDING STRATEGY // Volume 2

P 98

History of Tea //

About


4000 years ago, the Chinese were the first civilized

culture to drink tea, cultivate tea, mix tea and

philosophy, religion, art, and poetry, and the first

to write about tea.The popularity of tea spread

throughout Chinese and Japanese culture.

In Japan tea was elevated to an art form with the

creation of the Japanese Tea Ceremony. It is also

associated with Zen Buddhism.

P 99

Product Design

Tea in the Western World //

Tea was first introduced to Europe in the 16th

Century by Dutch traders. Soon, tea leaves became

a globally traded commodity when the East India

Company was established in England.

This popular beverage soon became an English

institution. Tea remains one of the most popular

beverages in the world today.

P 100



P 101

Product Design

SWOT // + Leader of the Western tea industry,

Globally recognized.

+ Product Variation - Including tea bags,

(Bottled powder and canned) teas.

+ Mass production and accessibility

in supermarkets.

+ Sustainable development.

- Focused only in the low range market.

- Having too many brand extensions can

dilute and confuse consumer perception

and give negative impression.

+ Introduce products that are

less conventional.

+ Focuses on the new tea experience

and presentation with innovative

product designs.

- Overcrowded and small market with

about 200 other brands which might

cause significant demand reduction.

S W

O T

Preparation and Cost.

P 102


Positioning Matrix //


Although the yellow tea bag is iconic, the brand

leaves the buyers an impression of low quality and

mass produced tea.

+ Leader of the Western tea industry,

Globally recognized.

+ Product Variation - Including tea bags,

(Bottled powder and canned) teas.

+ Mass production and accessibility

in supermarkets.

+ Sustainable development.








S W

O T

Preparation and Cost.

+ Introduce products that are

less conventional.

+ Focuses on the new tea experience

and presentation with innovative

product designs.

P 103

Product Design








Low Cost

High Cost

Conventional Art of TeaOPPORTUNITY

P 104


Archetype Positioning Matrix //


Many other brands are rising because of their

innovations in packaging, flavour and tea products.

Lipton missed the opportunity of people who are

looking for health benefits (anti-oxidants) and artistic

tea practices.

MISSED OPPORTUNITY

The Spiritual Meditator


P 105

Product Design

Low Cost

High Cost

Conventional Art of Tea

P 106

















Mid Term2-5 Years

Long Term10+ Years

Strategy Roadmap // Mid Term

P 107

Product Design

Add personality to Lipton’s Heritage

Flirty

Rich

Powerful

Iconic

Social

Sporty

Influential

P 108

Design Process

Design Through Tea bags //

The brand of Lipton has a rich British heritage and

iconic characters of the past. These were diluted

by the overgrowing graphics of the mass market.

Tea bags is an opportunity for the brand to create

interesting graphics that captures the essences of

Sir Thomas Lipton’s Life.


P 109

Product Design

P 110

Concepts


English Breakfast tea is a black tea blend usually

described as full-bodied, robust, and/or rich, and

blended to go well with milk and sugar, in a style

traditionally associated with a hearty English

breakfast. It is the most common style of tea

in Britain.

Thomas Lipton was born in Glasgow in 1850.

When he left school he was only nine years old,

but he found work and had soon saved enough to

buy a ticket on a liner to New York. After he was

back in Glasgow, he was bursting with the new

ideas he had seen in the New York shops. When

he opens his own shop in 1870, he began to try

these ideas out, Lipton became a very wealthy

man as a result of his business successes.

Sir Thomas Lipton English Breakfast Tea

P 111

Product Design

English Breakfast Tea

Herbal tea is other type of English tea that is made

from the berries, flowers, roots, and stems of various

plants. For example, flavored teas are prepared by

adding other plants to an actual tea (black, oolong,

green, yellow, or white tea)The flavor of tea will

depend on what plant is used to make it, as well as

what part of the plant it is derived from.

Herbal tea has been imbibed for nearly as

long as written history extends. Documents

have been recovered dating back to as early as

Ancient Egypt and Ancient China that discuss

the enjoyment and uses of herbal tea. Among

Chinese, herbal tea is commonly known as liong

cha (Cantonese) or liang cha (Mandarin).

Lady Sarah Wilson Herbal Infusion

P 112

Concepts


Earl Grey tea is a tea blend with a distinctive flavour

and aroma derived from the addition of oil extracted

from the rind of the bergamot orange, a fragrant

citrus fruit.

Traditionally the term “Earl Grey” was applied only to

black tea; however, today the term is used for other

teas that contain oil of bergamot, or a flavour.

The Earl Grey blend is named after 2nd Earl

Grey, British Prime Minister in the 1830s and

author of the Reform Bill of 1832, who reputedly

received a gift, probably a diplomatic perquisite,

of tea flavoured with bergamot oil, taken from

bergamot, a citrus fruit typical of Southeast Asia

and grown commercially in Italy.

Charles Grey Earl Grey

P 113

Product Design

In Chinese tea culture, Oolong is produced through a

unique process including withering under the strong

sun and oxidation before curling and twisting. The

taste of oolong ranges hugely amongst various sub-

varieties. Several subvarieties of oolong, including

those produced in the Wuyi Mountains of northern

Fujian and in the central mountains of Taiwan, are

among the most famous Chinese teas.

Introduced by the Chinese tea cultivation to

the British in 1810, The partly oxidized roasted

oolong is less astringent than many teas, and

is therefore gentler on the tongue and stomach.

From the courts of the Ming Dynasty through the

Dutch and British royalty to contemporary tea

lovers, oolong has been admired for its mild taste

and full aromas.

Li Hung Chang Formosa Oolong

Research

P 114


P 115

Product Design

Authentic and Iconic tea bags that tells a story.

P 116

















Mid Term2-5 Years

Long Term10+ Years

Strategy Roadmap // Long Term

P 117

Product Design

The concept is to design a modest, reinventing a

tea ceremony. A visual presentation inspired by the

tradition of Chinese and British tea culture. The tea

set is a complementary design to the Lipton’s tea

bags. Making preparing tea a special moment to

enjoy with family, friends or alone.

Complementary Tea set design.

P 118

The Inspirations //

Sketches


Inspired by the traditional of Chinese and British tea

sets. The design aims to capture the “Art of Tea”. with

a twist of modern style. The idea is to elevates a cup

of tea into an extraordinary experience for all

the senses.

P 119

Product Design

P 120

Sketches


P 121

Product Design

P 122

Incorporating Lipton’s Tea bagsinto the teawares

Sketches


P 123

Product Design

Research

P 124

Modern // Tradition

The tea ware was made of porcelain and walnut

and consisted of two styles: the form of tradtional

Chinese tea ware and standard British tea sets. The

design includes a creamer/sugar bowl companions,

as well as extended saucer for deserts. The handle

of the teapot also provides a place to hold Lipton’s

authentic tea bags.


Creamer

Sugar

Cup

Spoon

P 125






Product Design

Teapot

Saucer / Plate

Creamer

Sugar

Cup







Research

The Lifestyle //

P 126


P 127

Product Design

Lipton’s Modern Tea Set //

The stylized product line were inspired by hundred

years of Lipton’s heritage, British tea Culture

and Chinese tea ceremony. With a slight twist of

modernization, creating an extraordinary

tea experience.