Fitting an entire shop in a tiny box.

challenge

The Loblaws supermarket chain extended a hand to DAVIDsTEA, offering to market its teas throughout its Canadian distribution networks. In light of this business opportunity, DAVIDsTEA wondered whether it should redesign the packaging of its bestsellers. The answer was yes—all that remained was to decide how to do it.

strategy

In grocery stores, consumers are in a hurry rather than in an experiential mindset. This new range of packaging would therefore need to successfully convey the experience of a DAVIDsTEA shop, where discovering the product and customer service are the main elements differentiating the brand. For this assignment, appearance would therefore be key: package design that builds identity, is coherent, and is distinguishing would be a determining factor in the marketing’s success.

objectives

Fully understand the fundamentals of the brand and translate its codes to give it an all-new way to express itself, designed to perform on grocery store shelves. In short, figure out how to fit an entire shop into a tiny box of tea.

team

Marie-Ève Caron, planning and brand strategy
Geneviève Grenier, business strategy
Nicolas Boissy, art direction

methodology and insight

We analyzed the performance of the competition’s packaging design, studied North American and international market trends, analyzed the DAVIDsTEA brand codes, and worked with management and internal teams until we managed to make DAVIDsTEA a new challenger on grocery store shelves.

putting it to work

Creation of package designs for 15 of the bestselling teas in a new platform specifically developed for grocery stores. Deployment of 15 unique storytelling scenarios. Choice of illustration as a distinguishing medium to represent customer service. Refined, playful design, which, like the tea shops, democratizes tea and makes information easily accessible.

impact

Each distribution channel has its own performance measurements. In DAVIDsTEA shops, customers have all the time they need to explore the offer. In grocery stores, the brand must quickly make an impact while differentiating each product so as to further engage the customer in the buying process. With this new package design, DAVIDsTEA successfully entered the Canadian market in over 1,800 Category A grocery stores across the country.