PACKAGING FOR RETROGRADE DIVINE TEAS (ORIGINAL BRAND)
OVERVIEW
The upscale grocery chain Whole Foods was first founded in 1980 as a healthier alternative to other supermarkets. They have locations in 23 of the contiguous United States, a majority of which are in California and Texas. Currently, Whole Foods is looking to add a wider variety of brands to their shelves. They want a product line that aligns with their core values and target market while still standing out as unique. These core values include selling fresh, organic foods, satisfying customers, building interdependence, and preserving the environment. They also place great importance on buying local goods, especially produce.
The upscale grocery chain Whole Foods was first founded in 1980 as a healthier alternative to other supermarkets. They have locations in 23 of the contiguous United States, a majority of which are in California and Texas. Currently, Whole Foods is looking to add a wider variety of brands to their shelves. They want a product line that aligns with their core values and target market while still standing out as unique. These core values include selling fresh, organic foods, satisfying customers, building interdependence, and preserving the environment. They also place great importance on buying local goods, especially produce.
CHALLENGES & GOALS
Whole Foods hopes that the competition of the new product line with the other brands will bolster their overall sales and traffic to their store. They’re also looking into appealing to the younger end of the target market without losing the older crowd. The challenge is to strike a balance between a design that attracts customers quickly by following the current trends and one that is timeless enough to maintain buyers in the long term. The packaging for the product line needs to grab the attention of shoppers as they move throughout the store. One way to accomplish this is with a special printing process (such as foil stamping, embossing, die cutting, or spot varnish) that makes the package appear more artisanal. A special type of paper stock, especially handmade, adds to this appearance.
Whole Foods hopes that the competition of the new product line with the other brands will bolster their overall sales and traffic to their store. They’re also looking into appealing to the younger end of the target market without losing the older crowd. The challenge is to strike a balance between a design that attracts customers quickly by following the current trends and one that is timeless enough to maintain buyers in the long term. The packaging for the product line needs to grab the attention of shoppers as they move throughout the store. One way to accomplish this is with a special printing process (such as foil stamping, embossing, die cutting, or spot varnish) that makes the package appear more artisanal. A special type of paper stock, especially handmade, adds to this appearance.
RESEARCH
The target audience of Whole Foods is college-educated, urban American, upper middle class, and spans the ages of 18 to 39. Shoppers are also more likely to have children or families. Many customers rely on Whole Foods for their food options that fit restrictive diets or a certain standard of freshness that other grocery chains fail to meet. Because of this, Whole Foods has a strong positive reputation and brand loyalty among customers. The practice of astrology and horoscopes has been on the rise for the past few years, especially with young women (who are also likely to shop at Whole Foods). There is an opportunity to create a product that fits this overlap and appeals to the target market as a whole.
The target audience of Whole Foods is college-educated, urban American, upper middle class, and spans the ages of 18 to 39. Shoppers are also more likely to have children or families. Many customers rely on Whole Foods for their food options that fit restrictive diets or a certain standard of freshness that other grocery chains fail to meet. Because of this, Whole Foods has a strong positive reputation and brand loyalty among customers. The practice of astrology and horoscopes has been on the rise for the past few years, especially with young women (who are also likely to shop at Whole Foods). There is an opportunity to create a product that fits this overlap and appeals to the target market as a whole.
SOLUTION AESTHETIC
The brand name “Retrograde” is a play on words. In astrology, a planet in retrograde can represent unprecedented challenges or exploration; the word also means returning to a previous period of time. Retrograde Divine Teas is a forward-thinking brand both ecologically and socially. Furthermore, it employs the Art Nouveau style of the late 19th century to connect to its roots in Western astrology and occult practices. Six of the twelve zodiac signs are present in Retrograde’s debut product launch. The color of each package is determined by the color traditionally associated with each sign. The logotype consists of the display font Storybook, which reflects the decadence of Art Nouveau. It pairs with Notulen Serif Display, which is similar but more restrained and legible. The logo is stamped with gold foil, adding even more to the decadent aesthetic. The foil also reflects light, catching the eye of shoppers browsing the tea aisle. The allure of the gold shimmer will convince them to buy a high-quality product.
The brand name “Retrograde” is a play on words. In astrology, a planet in retrograde can represent unprecedented challenges or exploration; the word also means returning to a previous period of time. Retrograde Divine Teas is a forward-thinking brand both ecologically and socially. Furthermore, it employs the Art Nouveau style of the late 19th century to connect to its roots in Western astrology and occult practices. Six of the twelve zodiac signs are present in Retrograde’s debut product launch. The color of each package is determined by the color traditionally associated with each sign. The logotype consists of the display font Storybook, which reflects the decadence of Art Nouveau. It pairs with Notulen Serif Display, which is similar but more restrained and legible. The logo is stamped with gold foil, adding even more to the decadent aesthetic. The foil also reflects light, catching the eye of shoppers browsing the tea aisle. The allure of the gold shimmer will convince them to buy a high-quality product.
