BEING ENGLISH

Concept development / Packaging Design

A series of concept designs to test the market positioning for launching a blended tea drink into the French beverage market. The positioning focused on the 'Englishness' of tea as the core value to give the product a unique proposition in an already busy market.

The packaging would be available in two sizes (250ml & 500ml alloy can), either as single product or as a four-pack carton.

The first phase of testing covered three basic positionings; Iconic English, Classic English and Modern English. Market research was conducted at 10 different test sites across France, with a variable target market of consumers.