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Tetley est depuis longtemps l&rsquo;une des marques de th\u00e9 les plus populaires et les plus fiables au Canada, v\u00e9n\u00e9r\u00e9e par des millions de personnes en tant que producteur de th\u00e9 de haute qualit\u00e9. Bien que Tetley soit tr\u00e8s pr\u00e9sent dans le secteur des th\u00e9s aromatis\u00e9s ordinaires, le march\u00e9 des tisanes est en pleine expansion et Tetley avait besoin d&rsquo;un nouveau design pour sa toute nouvelle gamme de tisanes. SLD a \u00e9t\u00e9 charg\u00e9 de d\u00e9velopper des concepts de design pour une nouvelle ligne de th\u00e9s qui se diff\u00e9rencie des produits Tetley existants tout en v\u00e9hiculant l&rsquo;exp\u00e9rience de la marque Tetley.<\/p>\n<p>Les nouveaux designs visaient \u00e0 ajouter un peu de fun tout en perturbant la cat\u00e9gorie existante des tisanes. Les \u00e9tudes de march\u00e9 et la strat\u00e9gie de la marque ont jou\u00e9 un r\u00f4le important dans le processus de conception, de m\u00eame que la collaboration avec l&rsquo;\u00e9quipe de gestion de la marque Tetley afin de garantir un design coh\u00e9rent qui r\u00e9ponde aux besoins de la marque et du consommateur. Face \u00e0 la pl\u00e9thore de tisanes concurrentes et d&rsquo;autres offres de Tetley sur le march\u00e9, le design devait se d\u00e9marquer par une architecture moderne mais imposante et une pr\u00e9sence directe en rayon. Cet objectif a \u00e9t\u00e9 atteint avec le design final, tout en conservant la cr\u00e9dibilit\u00e9 et la r\u00e9putation de Tetley Canada dans le design.<\/p>\n<p>L&rsquo;approche du design a consist\u00e9 \u00e0 donner une personnalit\u00e9 \u00e0 chacun des trois nouveaux parfums, en les distinguant clairement par leur saveur et ce qu&rsquo;ils offrent au client. Chaque bo\u00eete raconte sa propre histoire \u00e0 travers des visuels vibrants et s\u00e9duisants qui piquent l&rsquo;int\u00e9r\u00eat et l&rsquo;imagination des consommateurs, refl\u00e9tant efficacement le positionnement du produit en tant que branche expressive de la gamme de th\u00e9s Tetley. En raison de l&rsquo;espace limit\u00e9 sur chaque bo\u00eete, chaque design devait \u00eatre percutant et audacieux dans son utilisation des couleurs et des images, tout en laissant de la place aux \u00e9l\u00e9ments de la marque Tetley. Pour la nouvelle gamme, une typographie moderne a \u00e9t\u00e9 utilis\u00e9e, qui a \u00e9t\u00e9 personnalis\u00e9e et soutenue par une vari\u00e9t\u00e9 de polices refl\u00e9tant la personnalit\u00e9 des th\u00e9s. Cette typographie a \u00e9t\u00e9 combin\u00e9e avec une vari\u00e9t\u00e9 de couleurs et d&rsquo;arri\u00e8re-plans pour cr\u00e9er un design moderne et tendance qui est \u00e9galement pertinent pour le consommateur. Les nouveaux designs sont plus distinctifs, ont plus de personnalit\u00e9 et d&rsquo;attitude, et suscitent un cri de ralliement plus fort que ce qui \u00e9tait disponible auparavant sur le march\u00e9 des tisanes.<\/p>\n","en":"<p>Tea is one of Canada&rsquo;s most popular beverages, and the Canadian tea market is expected to be worth 1.7 billion by 2025. Tetley has long been one of Canada&rsquo;s most popular and trusted tea brands, revered by millions as a premium producer of high-quality tea. Although Tetley has a strong presence in regular flavored teas, the herbal tea market is rapidly expanding, and Tetley needed a new design for their brand-new herbal tea line. SLD was tasked with developing design concepts for a new line of teas that differentiated itself from existing Tetley SKUs while still conveying the Tetley brand experience.<\/p>\n<p>The new designs aimed to add some fun while also disrupting the existing herbal tea category. Market research and brand strategy were heavily involved in the design process, as was a collaboration with Tetley&rsquo;s brand management team to ensure a cohesive design that meets the needs of both the brand and the consumer. With a plethora of herbal tea competitors and other Tetley offerings on the market, the design had to stand out with a modern yet commanding architecture and straightforward shelf presence. This was accomplished with the final design, while still retaining Tetley Canada&rsquo;s credibility and reputation within the design.<\/p>\n<p>The design approach was to give each of the three new flavors its personality, clearly distinguishing them by flavor and what they offer the customer. Each canister tells its own story through vibrant, enticing visuals that pique consumers&rsquo; interest and imagination, effectively reflecting the product&rsquo;s positioning as an expressive branch of Tetley&rsquo;s tea lineup. Because of the limited space on each canister, each design had to be impactful and bold in its use of color and imagery while still leaving room for the Tetley brand elements. For the new lineup, modern typography was used, which was customized and supported by a variety of fonts that reflected the personality of the teas. This type was combined with a variety of colors and backgrounds to create a modern and on-trend design that is also relevant to the consumer. The new designs are more distinctive, have more personality and attitude, and elicit a stronger rallying cry than what was previously available in the herbal tea market.<\/p>\n","original":""},"jury_text":[{"category":3394,"fr":"","en":"","original":""}],"different_jury_text":false,"different_category_text":false},"laureats":[{"cat_id":3394,"cat_id_laureat":3891,"laureat":"Certification Argent"}],"contest_id":"97334","contest_title":"GRANDS PRIX DU DESIGN \u2013 16e \u00e9dition","firms":[],"user":{"email":"mwilson@sld.com","first_name":"Matthew","last_name":"Wilson"},"doc_texts_web":{"fr":"<p>Le th\u00e9 est l&rsquo;une des boissons les plus populaires au Canada, et le march\u00e9 canadien du th\u00e9 devrait valoir 1,7 milliard de dollars d&rsquo;ici 2025. Tetley est depuis longtemps l&rsquo;une des marques de th\u00e9 les plus populaires et les plus fiables au Canada, v\u00e9n\u00e9r\u00e9e par des millions de personnes en tant que producteur de th\u00e9 de haute qualit\u00e9. Bien que Tetley soit tr\u00e8s pr\u00e9sent dans le secteur des th\u00e9s aromatis\u00e9s ordinaires, le march\u00e9 des tisanes est en pleine expansion et Tetley avait besoin d&rsquo;un nouveau design pour sa toute nouvelle gamme de tisanes. SLD a \u00e9t\u00e9 charg\u00e9 de d\u00e9velopper des concepts de design pour une nouvelle ligne de th\u00e9s qui se diff\u00e9rencie des produits Tetley existants tout en v\u00e9hiculant l&rsquo;exp\u00e9rience de la marque Tetley.<\/p>\n<p>Les nouveaux designs visaient \u00e0 ajouter un peu de fun tout en perturbant la cat\u00e9gorie existante des tisanes. Les \u00e9tudes de march\u00e9 et la strat\u00e9gie de la marque ont jou\u00e9 un r\u00f4le important dans le processus de conception, de m\u00eame que la collaboration avec l&rsquo;\u00e9quipe de gestion de la marque Tetley afin de garantir un design coh\u00e9rent qui r\u00e9ponde aux besoins de la marque et du consommateur. Face \u00e0 la pl\u00e9thore de tisanes concurrentes et d&rsquo;autres offres de Tetley sur le march\u00e9, le design devait se d\u00e9marquer par une architecture moderne mais imposante et une pr\u00e9sence directe en rayon. Cet objectif a \u00e9t\u00e9 atteint avec le design final, tout en conservant la cr\u00e9dibilit\u00e9 et la r\u00e9putation de Tetley Canada dans le design.<\/p>\n<p>L&rsquo;approche du design a consist\u00e9 \u00e0 donner une personnalit\u00e9 \u00e0 chacun des trois nouveaux parfums, en les distinguant clairement par leur saveur et ce qu&rsquo;ils offrent au client. Chaque bo\u00eete raconte sa propre histoire \u00e0 travers des visuels vibrants et s\u00e9duisants qui piquent l&rsquo;int\u00e9r\u00eat et l&rsquo;imagination des consommateurs, refl\u00e9tant efficacement le positionnement du produit en tant que branche expressive de la gamme de th\u00e9s Tetley. En raison de l&rsquo;espace limit\u00e9 sur chaque bo\u00eete, chaque design devait \u00eatre percutant et audacieux dans son utilisation des couleurs et des images, tout en laissant de la place aux \u00e9l\u00e9ments de la marque Tetley. Pour la nouvelle gamme, une typographie moderne a \u00e9t\u00e9 utilis\u00e9e, qui a \u00e9t\u00e9 personnalis\u00e9e et soutenue par une vari\u00e9t\u00e9 de polices refl\u00e9tant la personnalit\u00e9 des th\u00e9s. Cette typographie a \u00e9t\u00e9 combin\u00e9e avec une vari\u00e9t\u00e9 de couleurs et d&rsquo;arri\u00e8re-plans pour cr\u00e9er un design moderne et tendance qui est \u00e9galement pertinent pour le consommateur. Les nouveaux designs sont plus distinctifs, ont plus de personnalit\u00e9 et d&rsquo;attitude, et suscitent un cri de ralliement plus fort que ce qui \u00e9tait disponible auparavant sur le march\u00e9 des tisanes.<\/p>\n","en":"<p>Tea is one of Canada&rsquo;s most popular beverages, and the Canadian tea market is expected to be worth 1.7 billion by 2025. Tetley has long been one of Canada&rsquo;s most popular and trusted tea brands, revered by millions as a premium producer of high-quality tea. Although Tetley has a strong presence in regular flavored teas, the herbal tea market is rapidly expanding, and Tetley needed a new design for their brand-new herbal tea line. SLD was tasked with developing design concepts for a new line of teas that differentiated itself from existing Tetley SKUs while still conveying the Tetley brand experience.<\/p>\n<p>The new designs aimed to add some fun while also disrupting the existing herbal tea category. Market research and brand strategy were heavily involved in the design process, as was a collaboration with Tetley&rsquo;s brand management team to ensure a cohesive design that meets the needs of both the brand and the consumer. With a plethora of herbal tea competitors and other Tetley offerings on the market, the design had to stand out with a modern yet commanding architecture and straightforward shelf presence. This was accomplished with the final design, while still retaining Tetley Canada&rsquo;s credibility and reputation within the design.<\/p>\n<p>The design approach was to give each of the three new flavors its personality, clearly distinguishing them by flavor and what they offer the customer. Each canister tells its own story through vibrant, enticing visuals that pique consumers&rsquo; interest and imagination, effectively reflecting the product&rsquo;s positioning as an expressive branch of Tetley&rsquo;s tea lineup. Because of the limited space on each canister, each design had to be impactful and bold in its use of color and imagery while still leaving room for the Tetley brand elements. For the new lineup, modern typography was used, which was customized and supported by a variety of fonts that reflected the personality of the teas. This type was combined with a variety of colors and backgrounds to create a modern and on-trend design that is also relevant to the consumer. The new designs are more distinctive, have more personality and attitude, and elicit a stronger rallying cry than what was previously available in the herbal tea market.<\/p>\n"},"permalinks":{"fr":"https:\/\/int.design\/fr\/projets\/tetley-live-teas\/","en":"https:\/\/int.design\/en\/projects\/tetley-live-teas\/"},"titles":{"fr":"Tetley Live Teas","en":"Tetley Live Teas"},"wp_fields":[],"laravel_id":""},"_links":{"self":[{"href":"https:\/\/int.design\/fr\/wp-json\/wp\/v2\/project\/102975","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/int.design\/fr\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/int.design\/fr\/wp-json\/wp\/v2\/types\/project"}],"wp:attachment":[{"href":"https:\/\/int.design\/fr\/wp-json\/wp\/v2\/media?parent=102975"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}