Graphic Design Project: Cozy Tea Brand Case Study and Packaging Design

This graphic design project provides a comprehensive analysis of the Cozy Tea brand, a Vietnamese tea company. The project begins with a case study that explores the brand's history, product range, target customers, and marketing strategy. The core of the project focuses on the packaging design process, showcasing the progression from initial draft ideas to final designs. The student explores two distinct design concepts: Organic and Zen, each with its own graphic elements, color palettes, and typography choices. The project includes sketches, design attempts, and a self-evaluation of the design process, highlighting lessons learned and areas for improvement. The finalization section presents the selected packaging design, along with detailed specifications, including dimensions and color palettes. The project demonstrates a thorough understanding of brand identity, target audience, and the application of graphic design principles in packaging.

GRAPHIC DESIGN PRACTICES
COZY TEA BRAND
Name:
ID:
Lecturer:
Semester:
Nguyen Thi Ha My
GDH200459
Bui Hoa Ha
Summer 2021

Table of Contents
Case Study
Progression
Finalisation
Showcase
Reference List

1Case Study
Cozy Tea - Brand Research

Brand Overview
Cozy is a tea brand ebstablished from Future
Generation Company (FGC), one of the leading
organizations with 20 years of experiences in tea
industry, with total annual export reaches 20,000 ton
of tea over to 50 countries worldwide.
5 I Graphic Design Practices

History
1996 2003 2005 2013 2017
FGC was founded
(Grow) FGC became Vietnam’s
biggest tea exporter, Cozy
became one of the top 500 tea
brands in Vietnam.
(Award) Cozy won Brand
Laureate International
Award
FGC created Cozy – one of
Vietnamese biggest tea brands.
(Award) FGC won Gold
Medal in North America Tea
Competition.
Graphic Design Practices I 6

Products
Cozy has a diversity of tea product
TEA FILTER CATALOG INSTANT TEA CATALOG READY-TO-DRINK CATALOG
Greentea Catalog:
Thai Nguyen Greentea
Lotus Flavored Tea
Jasmine Flavored Tea
Black Tea Catalog:
Black Tea
Mint Flavored Tea
Peach Flavored Tea
Herbal Tea:
Charmomile Tea
Hisbiscus Tea
Jiaogulan Tea
Icetea Catalog:
Icetea
Jasmine Flavored Icetea
Lychee Icetea
Peach Icetea
Hisbiscus Icetea
Winter Mellon Icetea
Hot Ginger Tea
Matcha 3in1
Fruit Tea Catalog:
Lemongrass and Peach Tea
Honey Lemon Tea
Lychee Tea
Milk Tea Catalog
Matcha Milk Tea
Peach Milk Tea
7 I Graphic Design Practices

Strategy
Even though Cozy brand has had 20 years of
experience, yet they lacked of youth, modern
and certain pursuit of customer target, which is
the Millennials generation. Therefore, this was
a challenge for the brand to come up with a
campaigne to attract more customers of
Millennials generation.
Hence, in July of 2020, Cozy launched a campaign
called “Turn off to Turn on” with two clear
objectives: first is to redefine their value towards
the consumers; second is to make the products
more friendly to the Millennials generation. From
that point, Cozy has come up with a message of
balancing between work and life.
Graphic Design Practices I 8

The Market
Tea has become familiar with Vietnamese ever since
the ancient times. For Cozy, they still remain the
traditional value, and yet at the same time, innovate
with “modern” flavors so that they can fit in the
modern market. Therefore, this brand is liked by
everyone, including the young generation. Because
of that, Cozy aims at convenience of customers by
disputing their products to large and small dealers,
wholesale shops, retail shop and even online so that
their customers can buy their products anywhere,
anytime.
9 I Graphic Design Practices

Target Customer
Since Cozy is one of the top Vietnamese tea brands,
hence they target for tea lovers with an interest of
innovative taste.
Besides, Cozy’s strength are tea filter
categories which appears really convenient to
working people as well as young people, especially
with Millenium generation, at about 20s to 30s..
With the ready-to-drink categories out,
expanding the product line of the brand, it expands
to children as well. Therefore, Cozy brand aims for
everyone to enjoy their products.
Graphic Design Practices I 10

2Progression
Packaging Design Process