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 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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