Yatu Foods is a Zambian foods company that currently produce tea. Yatu has a strong Zambian culture throughout its business and this is evident from the word ‘Yatu’ which stands for ‘Ours’ in a local dialect, Nyanja. The company pride themselves on the affordability of their products. The company have three different packaging for their tea at present: a box for 25 teabags; another for the 50 teabags; and a sachet for their 25g of loose tea. This is the company's online website: [url removed, login to view]
Yatu’s packaging is outdated, overcrowded and lacks the necessary visual impact to stand out to a consumer. It also lacks competitive edge and bears a striking resemblance towards other tea competitors, namely; Joko and Quick Brew. In order to effectively compete in the market, it is integral that Yatu focus on a packaging which will differentiate themselves from the other brands available.
So we want the company to change it's current tea packaging to project a 'premium but accessible' image and we want to do this by changing its current packaging to a modern and attractive design. To do this we are looking for a minimalist design that uses softer colours to help them stand out from their competitors as Joko and Quickbrew (that are tea companies in the Zambian market) share striking similarities, from the dark red colour palette to the generic picture of a cup of tea.
We would also like to the packaging to contain key details about the company: that they source their tea from a local Zambian tea farm (Kawambwa Tea Estate) and a tea farm in Malawi (Mulanje Premium Tea). We would also like to include the health benefits perhaps of using tea.
We want the company to have a consistent umbrella brand that they company can use for all their product lines in the future - for instance - the company are current producing water as well but the packaging is different to the current tea packaging.
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