Teavana is a speciality tea provider recently acquired by Starbucks. Starbucks hopes to tap into a group of consumers who are gradually drinking less coffee and seeking healthier alternatives. Drinking tea, however, has yet to catch on. In doing research for this conceptual rebranding, I found that while many people drink tea, they don't identify as 'tea-drinkers'. Part of the reason for this was that they saw coffee as more important due to its functional role in their day. Tea however, thanks to its variety, has far more functional properties: it can be wake you up, calm you done, and cleanse your system as an antioxidant.
I developed a packaging concept known as "A New Evolution in Tea," in which Teavana's teas would be designed to display these functional qualities. Using a blue-green color system that gave a sense of being bio-organic, different colors would be associated with the qualities of being energizing, cleansing, and calming. Each type of tea would work well for a different type of day, allowing consumers to easily incorporate tea into their daily lives.