Research question: How can communication design educate 25 to 35 year old female about the benefits of Chinese green tea and encourage more people to accept Chinese green tea?
In this report, I will briefly explain my GREEN WITH ENVY project. I have developed one of Chinese tea, which is green tea, because the “A GREEN PACKET FOR YOU” is the most meaningful and interesting one of my previous ideas.
Actually, my original research question is that growing a Chinese green tea brand in popularity among consumers and become a global brand in the British market.
Hence, I decided to develop Chinese green tea. According to my primary research, some of people who live in Winchester usually drink British black tea with milk and sugar. However, according to research questionnaire two, 67.35% people didn’t know that the disadvantages of black tea. Moreover, 63.27% people didn’t know that drink green tea could avoid these disadvantages. According to Health Benefits Derived from Green Tea (2015), drinking green tea has more benefits than black tea. Therefore, I developed and changed my research question and target group. Now, my project has two parts: the benefit of Chinese green tea and encourage more people willing to try or accept Chinese green tea.
After that, I decided to organize a campaign. Because I found an interesting tea brand called BOH TEA (2015). This brand designed a funny teabag for tea drinker. As Aaker (2012) said, who is a brand leadership, campaign is useful for developing brand. Therefore, I got a key point from this brand that is I wanted to design a meaningful teabag packet and DIY campaign for people.
According to research from my interview and the test of Chinese green tea taste, 60% people think Chinese green tea is nice and fresh, and they are willing to participate in my DIY campaign. The purpose of the DIY campaign is that through a variety of origami making tea packaging, people can write or draw stories on the packet, which you can. In fact, I found that organizing DIY campaign is not easy for me. Because I don’t have an official website to show the details of the campaign. So, maybe the propaganda is not enough.
And then, I designed packet for teabag. I related Chinese traditional writing communication way with fortune cookies as my main idea. I studied origami making the style of envelope teabag packet. And then, I wrote a lucky note on the little paper, putting this on the teabag packet. In the process of design, I tried more different shapes of envelopes. However, this way is the easiest way to open it and the concept is smaller as fortune cookies. Finally, I did test for this packet in our preview exhibition, and some students like this idea and they wanted to learn how to make this packet.
About my final outcomes, those are Chinese green tea teabag packets, three posters, a booklet, the video of campaign, and An APP. In all of my outcomes, campaign video is a complex part. Because this project is not a group project, I didn’t have enough people help me prepare tools, shoot the video or take photos. If I have enough time and money, I will do more campaigns for my project, such as visiting Chinese tea farm and watching Chinese tea documentary.
To sum up, my project is to help target group people know the benefit of Chinese green tea and hope they can like it with an interesting teabag packet or DIY campaign. In the whole process, I learned how to complete a big project step by step by myself. And I consider communicate with my group member is an important point, because we can share our ideas and they can give me lots of suggestions. End of my FMP, I think this is a fantastic experience in my study life.
Aaker, D. A., & Joachimsthaler, E. (2012). Brand leadership. Simon and Schuster.
Cargocollective.com, (2015). BOH Calm Tea Bags – mrchoo. [online] Available at: http://cargocollective.com/mrchoo/BOH-Calm-Tea-Bags [Accessed 17 Aug. 2015].
Greenteahealtheffects.com, (2015). Health Benefits Derived from Green Tea. [online] Available at: http://www.greenteahealtheffects.com/health-benefits.htm [Accessed 17 Aug. 2015].
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