Redefine the in-store experience by redesigning best sellers and seasonal tea offers.

challenge

With so many products and launches, DAVIDsTEA 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.

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.

objectives

Create a more harmonious in-store experience and incorporate segmentation to improve the consumer journey. Standardize any packaging graphics that were inconsistent previously.

team

Marie-Ève Caron, brand strategy
David’s Tea - marketing team, creative direction
Caroline Reumont, design - packaging
Nicolas Boissy, design - in store

methodology and insight

A comprehensive audit of the full DAVIDsTEA offering required numerous in-store visits, and from there we created a segmentation structure for the full suite of products.

execution

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.

impact

Not only did the redesigned packaging improve the overall experience in-store—streamlining for a cleaner, clearer visual impression—the new colour-blocking and illustration systems also helped customers quickly find beloved favourites and new seasonal temptations.