Yorkshire Tea: Initial Research

As we thought about Yorkshire Tea I broke down the brief in the hopes of helping us develop some initial ideas.

What are the 5 most important words in the brief?
Brew
Quirky
Loyal
Packaging
Impact

What are the 5 most important considerations?
Don't alienate the current customers
Expand the brand
Explore different options
Set the brand apart
Make it more mainstream

5 related products
Biscuits
Tea jars
Sugar
Coffee
Cup

5 related places
Home
Office
Coffee House
Cinema

Hollie and I decided to take on the YCN Yorkshire Tea Brief with the main objective to make the brand more appealing to a younger audience (18-25 year olds). After a short discussion and some research we came to the conclusion that Yorkshire Tea suffers from a package design that looks somewhat old and doesn't immediately grab the attention of a younger audience. We also decided that Yorkshire Tea suffers in its lack of a mascot (unlike PG Tips with its Monkey and Tetley Tea with the Tea Folk). With these issues identified we decided that we would each do some initial research and concept work then get back to each other later in the week to decide what looks best and where to go from there.

I went home and began to look at the Yorkshire Tea packaging further. Initially I went on the Yorkshire Tea website, found here, before searching for the illustrations on the boxes pre-packaging.



As I was doing this search I also found a video of illustrator Andrew Hutchinson in which he details some of his process and methods. The video can be viewed here.