Redefine the in-store experience by redesigning best sellers and seasonal tea offers.
With so many products and launches, David’s Tea is driven by the latest seasonal novelties and themes to keep up a constant flow of offers that are as enjoyable as they are vast. However, with so many offers and promotions, the stores become over-saturated with competing packaging graphics, leading to an overall impression of chaos for consumers. Create a more harmonious in-store experience and incorporate segmentation to improve the consumer journey. Standardize any packaging graphics that were inconsistent previously.
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Client
David’s Tea
Services
Audit and Analysis of Existing Offer
Consumer Insight
In-Store Customer Journey
Brand Portfolio Segmentation and Architecture
Brand Development
Packaging Design
Team
Marie-Ève Caron, brand strategy Caroline Reumont, design - packaging
Nicolas Boissy, design - in store
This project really mobilized us, with the experienced hand of La Famille influencing the entire in-store experience.
— Nathalie Binda, Vice President, Marketing and E-Commerce, DAVIDsTEA
Strategy
Develop a clear product hierarchy and migrate the design elements to a more uniform look, continuing to deliver on the strong brand positioning. Structure the products more clearly along year-long and seasonal offers, segmenting the core collections into categories relating to consumer need. That way, visitors can shop by tea type, flavour profile, or wellness benefits. An audit of David’s Tea offering required numerous in-store visits, and from there we created a segmentation structure for the full suite of products.
Idea
By creating a colour palette of select core colours, we established a more unified visual experience. Seasonal offers benefited from a structured illustration approach, and repositioning products according to time-sensitive availability (promotional seasonal items in front, year-long items on shelves) made for a more fluid consumer path.
Results
The redesigned packaging improve the overall experience in-store—streamlining for a cleaner, clearer visual impression.
The new colour-blocking systems helped customers quickly find beloved favourites and new seasonal temptations.
