{BLACK TEA I B2C | UK}
BUSINESS OBJECTIVE
Yorkshire Tea sought to explore the impact of removing the plastic film wrap from its packaging system. The goal was to understand both the perceptual and functional implications for the brand and business, from the consumer’s purchase and usage experience. The project also aimed to test and refine alternative packaging solutions that would uphold the brand’s values and consumer expectations.
Evidence-based reassurance for bold decision-making...
Designed and delivered a remote design research protocol to evaluate potential packaging changes while maintaining consumer trust in the brand:
Conceptual Profiling: Conducted in-depth consumer interviews to gauge perceptions of the plastic film wrap and understand expectations around hygiene, freshness, and sustainability.
Experience Mapping: Mapped the consumer’s experience from purchasing to opening the packaging, identifying critical points of concern related to removing the plastic wrap.
Consumer Journey Analysis: Explored how the absence of plastic wrap would impact the overall consumer journey, focusing on trust in packaging integrity and product protection.
Prototype Testing: Tested alternative packaging prototypes with consumers, gathering feedback on usability, freshness retention, and perceived quality.
Strategic Design Guidelines: Delivered a set of strategic guidelines to inform the redesign of the packaging lid, ensuring consumer confidence in hygiene and freshness without relying on plastic wrap.
A bold move that paid off...
Yorkshire Tea decided to move forward with the plastic wrap removal. The new packaging was launched in 2024 and it maintained consumer confidence in product freshness and hygiene and stayed comitted to sustainability without compromising on the consumer experience.
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