Practices in Graphic Design (pdf)

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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
Cozyis 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
19962003200520132017
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 CATALOGINSTANT TEA CATALOGREADY-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
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