FINAL REPORT

GRAPHIC DESIGN
PRACTICEs
(3525)

Student: Mai Nguyen Vu (GDH210821)

Nguyen Canh Duy (GCH210369)
Class: GDH1006
Lecturer: Nguyen Tuan Nghia
Semester: Fall 2022

Graphic Design Practice - 1

 Every cup of Lipton tea is grown using natural rain, wind and sunshine to give
you our signature rich taste and aroma. What’s more we believe that every cup
of our tea should not only help brighten your day but help brighten the future
of all our tea farmers and their families, and of course, our planet too.
- Sir Thomas Lipton -

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TABLE OF
CONTENT

01.
Creative brief
02.
S.W.O.T Analysis
05.
Design solutions
06.
Final design
Company background Strengths Draft proposal Flat design
Mission & Vision Weaknesses Colours Physical product
Markets Opportunities Typography
Objectives Threats Illustrations
Personalities
Aesthetic
Vietnamese Tet

03.
Ideation
04.
Design concept
07.
Self-assessment
08.
References
Mindmap Concept 01 Final proposal Images & Illustrations
Overall moodboard Concept 02 Performance Information & Reference design
Concept 03
 COMPANY BACKGROUND

01
Lipton is a British brand of tea, owned by Lipton still owns plantations in East Africa
Ekaterra. Lipton was also a supermarket chain (Kericho, Kenya and Mufindi, Tanzania). In May
in the United Kingdom, later sold to Argyll 2007, Unilever became the first company to
Foods, after which the company sold only tea. commit to sourcing all its tea in a sustainable
The company is named after its founder, Sir manner. Working with the Rainforest Alliance,
Thomas Lipton, who founded it in 1890. The an international environmental NGO, Lipton
Lipton ready-to-drink beverages are sold by and its parent company, Unilever, announced
‘Pepsi Lipton International’, a company jointly all Lipton Yellow Label tea bags sold in
owned by Unilever and PepsiCo. They also Western Europe would be certified by 2010
make soup, but this is not as widespread. and all Lipton tea bags sold globally by 2015.
Lipton teas are a blend selected from many Lipton’s main pillar brands are Lipton Yellow
different plantations around the world, from Label and Lipton Iced Tea. Other product lines

CREATIVE
well-known producing countries including Sri include the Lipton pyramid (tetrahedron) range
Lanka, India, Kenya, and China. Lipton Yellow in Europe and North America, and Lipton Milk
Label is blended from about 20 different teas. Tea in East Asia. In 2008, the brand launched
Apart from the usual black leaves tea (with the Lipton Linea in Western Europe.

BRIEF
long-standing Lipton Yellow Label brand), the
company markets many other varieties, both
as leaf and ready-to-drink beverages.

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HISTORY OF LIPTON TEA

Origins Developments
Sir Thomas Johnstone Lipton (1848-1931) was a Scotsman Shortly after opening his shop Thomas Lipton began travelling
of Ulster-Scots parentage who was a self-made man, as the world for new items to stock. One such item was tea, a
company founder of Lipton Tea, merchant, philanthropist and rare and expensive luxury at the time. Sales had doubled from
yachtsman who lost 5 straight America’s Cup matches. £40 million in the late 1870s to £80 million by the mid-1880s.
In 1890 Lipton purchased tea gardens in Ceylon, now Sri
In 1871, Thomas Lipton (1848–1931) of Glasgow, Scotland,
Lanka, from where he packaged and sold the first Lipton tea.
used his small savings to open his own shop, and by the
1880s the business had grown to more than 200 shops. The Lipton tea business was acquired by consumer goods
In 1929, the Lipton grocery retail business was one of the company Unilever in a number of separate transactions,
companies that merged with Home and Colonial Stores, starting with the purchase of the United States and Canadian
Maypole Dairy Company, Vyes & Boroughs, Templetons, Lipton business in 1938 and completed in 1972 when Unilever
Galbraiths & Pearks to form a food group with more than bought the remainder of the global Lipton business from
3,000 shops. The group traded in the high street under various Allied Suppliers.
names, but was registered on the UK stock market as Allied
In 1991, Unilever created a first joint venture with PepsiCo,
Suppliers. Lipton’s became a supermarket chain focused on
the Pepsi Lipton Partnership, for the marketing of ready to
small towns. Allied was acquired by Argyll Foods in 1982 then
drink (bottled and canned) teas in North America. This was
was rebranded as Presto during the 1980s.
followed in 2003 by a second joint venture, Pepsi-Lipton
International (PLI), covering many non-United States markets.
PLI was expanded in September 2007 to include a number of
large European markets.

Sir Thomas Lipton (1848-1931) Lipton advertisement in 1926

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 MISSION & VISION
HISTORY OF LIPTON TEA

Present days Mission

Lipton teas are a blend selected from many different Lipton’s mission is to provide the highest quality
plantations around the world, from well-known producing tea with the most reasonable price that everyone
countries including Sri Lanka, India, Kenya, and China. Lipton at every social class can buy. This shows ambition
Yellow Label is blended from about 20 different teas. and confidence in their products.
Apart from the usual black leaves tea (with the long-standing To provide the best to their customers, every cup
Lipton Yellow Label brand), the company markets many other of Lipton tea is grown using natural rain, wind and
varieties, both as leaf and ready-to-drink beverages. These sunshine to give you their signature rich taste and
include green teas, flavoured black teas, herbal teas, Lipton aroma. This made them a mission to ensure the
Linea (a “slimming tea”) in Europe, and Lipton Milk Tea in customers to have the best as possible tea quality,
various Asian markets. Lipton’s owner Ekaterra sells PG-Tips from which to have the best tea possible for people
tea in the UK, and does not retail any Lipton-branded products to drink and to gift to their beloved ones.
except Lipton Ice Tea which is still part of Unilever.
In a number of markets, including Japan, Russia and Australia,
the company is advertising the benefits of theanine, which
has psychoactive properties. On 6 May 2009, Lipton received
a Green Globe Award for its work with the Rainforest Alliance.

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 LIPTON’S MARKETS
OUR PRODUCTS

Vision Lipton’s main pillar brands are Lipton Yellow

Label and Lipton Iced Tea. Other product lines
Lipton Pyramid Tea
Lipton also produces tea using the tetrahedral
Lipton shows their love and passion for tea through their vision include the Lipton pyramid (tetrahedron) range
bag format as seen in other tea brands. Lipton
statement: ‘We want to be the most loved tea brand, to provide the best in Europe and North America, and Lipton Milk
Clear was launched in five variants, Earl Grey
condition to our workers and the best tea for our beloved customers’. Tea in East Asia.
Tea, English Breakfast Tea, Peach Mango
They want not only to provide the best product for the customers but
Lipton Yellow Label Tea, Green Tea Mandarin Orange, Mint and
also to create a sustainable development of the company by some
Camomile Tea.
meaningful actions toward the society and the environment. Lipton Yellow Label has been sold since 1890,
when Thomas Lipton introduced the first Lipton Brisk
• For the labour workers: As they’re working on such a global scale, they
version of the Yellow pack with a red Lipton
have also teamed up with global organisation, the Rainforest Alliance, to Brisk, formerly Lipton Brisk, is an iced tea
shield, still in use. It is sold in 150 countries
ensure that our tea offers a fair deal for all their workers. brand distributed primarily in North America
worldwide. Lipton Yellow Label is a blend of
as a joint venture between Lipton and PepsiCo.
• For the environment: Through these commitments, they have been several types of tea, sold both in tea bags
It differs from Lipton’s other iced tea brands
able to increase the number of indigenous trees on our estates (planting and as open tea, rolled into small leaves like
in that phosphoric acid is added to the blend,
over 370,000 trees to encourage birds and wildlife). They have improved gunpowder green tea.
giving the beverage a distinctive sharp flavour.
waste water treatment to create local wetlands. And over 97% of the
Lipton Iced Tea
energy that is needed to produce tea in our Lipton estates, comes from Pure leaf
renewable energy sources. Lipton Iced Tea is sold in five flavours,
Pure Leaf is an iced tea brand distributed
lemon, peach, peach & nectarine, mango and
• For the customers: If you have any concerns, please get in touch primarily in The Americas by the PepsiCo-
raspberry. Green Tea and Rooibos flavours are
through their contact us page – they will be more than happy to share Lipton joint venture. Unlike Lipton Iced Tea
also available in some regions.
more information with you. and Brisk, which use a freeze-dried instant tea
powder, Pure Leaf is brewed in liquid.

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LIPTON’S PROMOTION LIPTON’S GLOBAL MARKETS

As a well-known tea brand, Lipton has their own way to promote and Lipton tea is sold in numerous countries over the world, especially in
advertise themselves even to the most demanding customers. United Kingdom, USA, Ireland, Russia, Turkey, Argentina, India, Brasil,
Egypt, Indonesia, Thailand, Japan, South Korea, Pakistan, Paraguay,
Television commercials are still one of the prioritised tactics as part of
Saudi Arabia, United Arab Emirates, Colombia, Chile, Sri Lanka,...
its traditional media marketing purpose. Search for the old commercial
TV ads, and you will see how Lipton brought out a sense of warmth, Available in over 110 countries, Lipton is particularly popular in Europe,
brightness, cheerfulness, and relaxation to inspire the palate and desire North America, Africa and the Middle East, parts of Asia and Australasia
of the audience. At the end of each commercial, you embrace an (Australia and New Zealand) as well as Latin America, and the
attractive, interesting, and cheering memory that is always linked to the Caribbean. Despite its British origins, Lipton black tea (such as Yellow
brand image. Label) is not marketed in the UK, as owner Ekaterra sells PG Tips tea
there. Lipton Ice Tea and fruit teas are available in the UK. Due to the
Even today, whenever you browse through the grocery stalls chock full
Russian invasion of Ukraine, Ekaterra decided in August of the same
of bottles and cans, Lipton always appears with an inviting yellow and
year to completely withdraw from the Russian market and stop the
green look to deliver positive feelings and emotions in customers’ minds.
production and sale of Lipton tea.
Speaking of non-traditional methods of marketing, Lipton is very
In the global tea market, the two most important types of tea produced
active on every social platform to keep up with the latest digital trends.
are Black Tea and Green Tea. In 2009, 61% of global production was
Facebook, Instagram and Youtube Ads are carefully selected to target
Black Tea and 31% was Green Tea. Black tea is predominantly produced
the younger segment of the market as well as to find new customers.
and exported by Kenya and Sri Lanka. Green tea is mainly grown and
Beyond advertising, Lipton also connects with its repeated customers consumed in China. Although Black tea is by far the most produced and
with the latest updates, story-telling, and activities to stay in touch with exported tea, production and exports of green tea are rapidly increasing.
the fan base. Lipton also sponsors major sports and health events such
as the American Heart Association’s Life is Why program.

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LIPTON’S COMPETITORS

Ahmad Tea Tetley

Ahmad Tea is an exceptionally well-known quality brand of British tea Tetley is an English beverage manufacturer founded in 1837 in Yorkshire,
alongside with Lipton and Tetley. Born in 1986, it is a family company United Kingdom. It is the largest tea company in the United Kingdom and
specialising in producing the oldest tea in the land of fog, headquartered Canada, and the second largest in the United States by volume.
in London, England since its founding. Until now Ahmad Tea has been
Tetley’s manufacturing and distribution business operates in forty
present in 78 countries around the world. Loved and trusted by users, the
countries, selling over sixty branded tea bags. In the early days of Tetley’s
company produces a wide range of tea bags, fiber teas and gift boxes
operations, the company was solely a distributor of tea as it did not have
including black tea, green tea, flavoured and herbal tea.
any plantations to call its own, which meant that the company had to
The oils used to make flavoured teas are all natural. Made only in the UK buy tea leaves through auctions. This led to the final product having a
under strict control. The company’s headquarters in Hampshire, built blend of 40 different types of tea from over 10,000 tea estates all over
in 2010. Here tea flavors are updated annually by the best tea testers. the world. Its premium packaging and quality helped it gain tremendous
Tea connoisseurs also closely monitor the standards compliance of amounts of market share. By 1990, with a yearly production of 20 billion
their products. The company’s tea testers are immersed in a continuous teabags, Tetley had gained the title of the second largest tea brand in the
process. They select the best plantings, varieties and batches so that the world after Lipton. It was only after the acquisition of Tetley by the then
company is not dependent on any particular plantation or supplier. Tata Tea, that the company’s supply chains were finally consolidated
with those of Tata Tea’s. This led to most of Tetley’s tea leaves now
Over the years, the company’s reputation grew and its influence spread.
originating from Tata’s plantations across India and Sri Lanka.
People around the world have shared that a cup of tea is not simply
refreshment, but a pleasant, memorable and satisfying experience.
Founder Ahmad Tea - CEO promised, won’t sell anything they don’t drink
at home. This statement means that Ahmad Tea will accept only the
finest teas for its product – the taste, aroma, strength and consistency
continue to guide tea testers and inspire others.

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LIPTON’S OBJECTIVES LIPTON’S PERSONALITIES

Lipton has always led the way for tea. From Sir Thomas Lipton’s Brand equity Price reasonability Communicability
innovative Lipton tea estate, to his exciting marketing promotions Lipton
has always been ahead of the curve. Lipton is doing more than ever to Lipton launching its product that is in reaches of every Price is a factor that Lipton has always says it has It is very easy to communicate about Lipton products.
ensure that our refreshing tea tastes great not just today, but forever. class with affordable price. Lipton ice tea is Freshness, never compromised on its quality while its competitors Next advertisements play a very important role in
Healthy, Innovative,... The positive differential effect that do compromise. Therefore its price values with the communicating to customers what the company has
For Lipton, sustainability is a big responsibility (their parent company knowing the brand name has on customerresponse number of add on features that are present in Lipton to offer. Lipton spent a large amount on iced green
Unilever buys 12% of the world’s black tea). Yet they think sustainable to the product or service. High brand equity provides a products and not in itscompetitors. The cost of the R tea in initial states to communicate with its target
development is a great opportunity too - because they can help create a company with much competitive advantage. & D work, the composition manufacturing, marketing, customer. If you have any concerns, please get in touch
brighter future for our planet. One cup of tea at a time. promotion, thus all factors coincide to decide the through their contact us page – they will be more than
Lipton enjoys a high level of consumer brand
Sustainability means looking after other people. Their tea farmers can be ultimate price of its products. Lipton Ice Teaaims to happy to share more information with you.
awareness and loyalty. Lipton uses its brand name in
found in Kenya, Argentina, Tanzania and Sri Lanka – some of these tea focus at the basic need of the people considering
introducing the iced tea in Pakistan. Lipton brand name
farms we own. Plus 1000 tea farms and over 600,000 smallholder farms all the segments of marker equally. It provides its
and company name Unilever help in the promoting and
are sourced by us. And because we’re working on such a global scale, customers with unlimited ways to treat their taste
competing with its competitors.
we’ve also teamed up with global organisation, the Rainforest Alliance, to buds by producing high quality flavoured, nutritious,
ensure that our tea offers a fair deal for all our workers. anddelicious flavours that are replenishing. And selling
them at the best practical cost.
Being an independent organisation, the Rainforest Alliance works with
individuals, communities and companies (such as ours) to conserve
biodiversity and ensure sustainable lifestyles. Our Lipton’s Kericho
estate was the first tea farm in the world to become Rainforest Alliance
certified in 2007. And since 2015, 100% of our tea is sourced from
Rainforest Alliance Certified tea gardens.

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LIPTON’S AESTHETIC
LOGO DESIGN

The well-known tea brand has 3 logo redesigns in

total since it was established in 1890. All versions
are slightly identical, which has a ‘Lipton’ text at the
centre of a geometric red-colour shape. However,
they have different feeling and layout style.

1890-1972 1972-2002 2002-2014 2014-Now

The very first Lipton logo was In 1972 the modern logo was The double white and red outline was The typeface on the iconic Lipton logo
introduced in 1890 and featured a red introduced - a red horizontally stretched replaced by a thin black one, and the red was changed in 2014. Slightly visible
rectangular banner with a yellow sans- badge with its middle part arched to background of the badge gained some sharp serifs were complementing
serif lettering on it. The wordmark was top and bottom. The medallion featured gradient shades. Now the emblem smooth thick letter lines with rounded
set in all capitals and executed in a a double outline — thick white was looked a bit three-dimensional and shapes. The red badge changed its
bold and neat font with thick lines and enclosed in a thin red frame. The white glossy. The contours of both wordmark black outline to white and is now placed
straight geometric edges. The banner lettering on a red background was and the medallion were refined, its on a gradient yellow circle, which
was placed on a yellow background, written in the title case and executed smooth sleek likes and sharp angles resembles the sun and gives a sense of
and when on the tea packaging, it was in a simple clean sans-serif typeface, created a balanced image, evoking a warmth, love, and friendship.
1890-1972 1972-2002 2002-2014 2014-Now accompanied by a red portrait of the which is outlined in black and with a sense of professionalism and elegance.
company’s founder, and some additional medium-thick black shadow. Though
When placed on yellow tea boxes, the
red text, which was usually a note about there were no yellow accents on the
logo was underlined by a smooth gold
the product’s high quality. logo itself, it has always been placed on
curve, repeating the contours of the
a background of the tea packaging.
emblem’s frame.

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PACKAGING

These days, what concerns many people is the excessive use of

packaging surrounding a lot of our everyday products. It’s why at Lipton,
they are constantly working to maintain the high quality of our teas -
while minimising the amount of packaging we use.
Lipton family-size boxes now use over 40% less packaging material than
previously (big thumbs up for that!). The boxes themselves are more
compact than ever yet still easy to open - and we’ve also removed the
individual paper wraps which has made a huge difference in reducing
our waste.
Plus, we now source most of the paper we use, from the world’s largest
certification systems: PEFC (Programme for the Endorsement of Forest
Certification) and FSC (Forest Stewardship Council). This guarantees
that wood, and wood-based products, like our Lipton packaging
originate from sustainably-managed forests, with a properly maintained
ecosystem and respect for local workers’ rights.

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VIETNAMESE TET
DEFINITION MEANING

Lunar New Year is the most important holiday of the year for Vietnamese • A time of interference between heaven and earth: The Lunar New
people, counted at the beginning of the lunar year, Lunar New Year Year is considered a time to show the interference between heaven
often has many different names such as: Tet Ca, Lunar New Year, Tet and earth, gods and humans. Tet in the Lunar New Year means that
Ta, Traditional New Year,... It is calculated starting on the first day of the the weather (here represents the weather) will operate according to 4
lunar year, usually 1 to 2 months later than the New Year due to the rule seasons in the year of Spring - Summer - Autumn - Winter, a cycle that
of 3 leap years and 1 month of the lunar year. So the start time of the ends and has special meaning for the ancient economy when mainly
Lunar New Year will fall in the period from January 21 to February 9. based on agriculture.
The origin of the Lunar New Year is still controversial today. Most • An occasion to pay respects to ancestors: It can be said that this is
information will assume that the Lunar New Year originated in China the most important occasion of the year when the descendants of the
and was introduced to Vietnam at the time of 1000 years of Northern family will gather to prepare and offer the most solemn trays of rice and
domination. However, according to the Vietnamese historical fairy tale five-fruit trays to the ancestors’ altars.
“Banh chung and banh day”, Vietnamese people have had this occasion
• A day of luck and hope: The new year symbolises a new beginning,
since the reign of King Hung that is before 1000 years Northern invasion.
so every New Year comes, people invite each other to go to the temple
Although there are many controversies surrounding the origin of the to pray for blessings and good luck for the coming year. From the past
Lunar New Year, which originates from Vietnam or China, it can be seen until now, there has always been a notion that the coming of the Lunar
that the Lunar New Year in each country has its own characteristics and New Year will drive away the bad luck of the old year and welcome
this is an important holiday for the people. every countries. better hopes for the new year. Therefore, this is the time chosen by many
people to start work for the year and a good time to start a business
thanks to the luck of the new year.

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ACTIVITIES

• Praying to Ong Cong, Ong Tao: Before the Lunar New Year, on
December 23 every year. On this day, each family will clean the kitchen,
then prepare a tray of fruits, salty foods and release a carp. This purpose
is to prepare Ong Cong and Ong Tao to go to heaven to report the
happenings in the family over the past year to the court.
• Packing Banh Chung, Banh Tet: On the occasion of Tet to Spring, the
shops in the market are full of stalls selling dong leaves, banana leaves,
bamboo tubes to serve the work of wrapping cakes on Tet holiday.
Because banh chung, banh tet are the two traditional cakes in the list of
indispensable Tet dishes to offer to ancestors’ altars or as Tet gifts for
people or friends.
• Clean the house: For Vietnamese people, cleaning the house every
year-end means removing the bad things of the old year and preparing
to welcome luck and fortune for the new year. Therefore, this is also an
opportunity for family members to clean up and refresh their home.
• Fruit tray presentation: A tray of five fruits to offer to the ancestors’
altar is an indispensable feature in the Lunar New Year holiday, it shows
the respect and gratitude of the descendants of the family to the
superiors. In each region, there will be different ways of arranging the
five-fruit tray as well as different types of fruits.

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 WHAT IS S.W.O.T ANALYSIS?

02
Definition Components of S.W.O.T Analysis
SWOT (strengths, weaknesses, opportunities, and threats) analysis is Every SWOT analysis will include the following four categories. Though
a framework used to evaluate a company’s competitive position and the elements and discoveries within these categories will vary from
to develop strategic planning. SWOT analysis assesses internal and company to company, a SWOT analysis is not complete without each of
external factors, as well as current and future potential. these elements:
A SWOT analysis is designed to facilitate a realistic, fact-based, data- • Strengths: Strengths describe what an organisation excels at and what
driven look at the strengths and weaknesses of an organisation, separates it from the competition: a strong brand, loyal customer base, a
initiatives, or within its industry. The organisation needs to keep the strong balance sheet, unique technology, and so on.
analysis accurate by avoiding pre-conceived beliefs or gray areas and
• Weaknesses: Weaknesses stop an organisation from performing at its
instead focusing on real-life contexts. Companies should use it as a
optimum level. They are areas where the business needs to improve to
guide and not necessarily as a prescription.
remain competitive: a weak brand, higher-than-average turnover, high
SWOT analysis is a technique for assessing the performance, levels of debt, an inadequate supply chain, or lack of capital.

S.W.O.T
competition, risk, and potential of a business, as well as part of a
• Opportunities: Opportunities refer to favourable external factors that
business such as a product line or division, an industry, or other entity.
could give an organisation a competitive advantage. For example, if a
Using internal and external data, the technique can guide businesses country cuts tariffs, a car manufacturer can export its cars into a new

ANALYSIS
toward strategies more likely to be successful, and away from those in market, increasing sales and market share.
which they have been, or are likely to be, less successful. Independent
• Threats: Threats refer to factors that have the potential to harm an
SWOT analysts, investors, or competitors can also guide them on
organisation. For example, a drought is a threat to a wheat-producing
whether a company, product line might be strong or weak and why.
company, as it may destroy or reduce the crop yield.

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S.W.O.T TABLE

STRENGTHS WEAKNESSES
01. The packaging contains all the necessary 01. The whole layout looks a bit confused and
information unorganised
02. Pretty simple and attractive design 02. Lipton’s products looks low-end sometimes
03. The packaging material is 100% eco-friendly 03. The the connection between the box side’s
graphic elements is not clear.

OPPORTUNITIES THREATS
01. Make a design relates to Tet is quite easy as a 01. It is hard to control the whole layout and
lot of Tet sample product graphic elements

02. The logo is well-designed so it is possible to 02. The printing process takes a long time and
keep the original logo costs money

01. Make the packaging design more delicate, more 01. Change the colour, the graphics on the product
luxurious feeling become more eye-catching, attracting more
customers

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 MINDMAP

03
32 - Graphic Design Practice
IDEATION

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OVERALL MOODBOARD

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 CONCEPT 01
MOODBOARD

04
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DESIGN
CONCEPTS

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BRIGHT FLAT DESIGN MOCKUP

This redesign version is inspired by the brightness of Typography

the early morning of Tet. The typography and colour
scheme get inspired a lot from the icon of traditional
Intro Black Caps
New Year Vietnamese Tet culture.
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GRAPHIC ELEMENTS Quadrat-Serial-Bold

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Colours
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UTM ThuPhap Thien An

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 CONCEPT 02
MOODBOARD

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TRADITION FLAT DESIGN MOCKUP

This redesign concept get inspired a lot from the icon Typography
and illustration of traditional Vietnamese Tet holiday.
The illustration (firework, peach branch,...) helps to
Intro Black Caps
triggers the ambience of Tet for the product.
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GRAPHIC ELEMENTS Quadrat-Serial-Bold

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Colours
Roboto
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 CONCEPT 03
MOODBOARD

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FIREWORK FLAT DESIGN MOCKUP

The third design concept is inspired by the warmth of Typography

Tet holiday, when everyone visit each other’s home,
wish each other the best and gather around to ask
Intro Black Caps
about the past and make plan for a good new year.
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GRAPHIC ELEMENTS Quadrat-Serial-Bold

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Colours
Roboto
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 DRAFT PROPOSAL

05
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DESIGN
SOLUTIONS

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GRAPHIC ELEMENTS

1. Colours Colours of the products

Colour is one of seven foundational
components of design. In interpersonal
connections with family, friends, or coworkers, 1st packaging:
colour is a common way to communicate Overall colour scheme: Analogous
thoughts, ideas, and sentiments. In design,
Primary colour: Yellow
colour is used to characterise the subjects,
Secondary colour: Red
including light and viewpoint, as well as to
evoke emotions in the audience. The designer #fff200 #e78625 #d2232a #f496bf #3c9c46 #3c76bb
uses colour theory and the colour wheel to
effectively express a message and create an
atmosphere for the audience.
2nd packaging:
Overall colour scheme: Analogous
Primary colour: Green
Secondary colour: Red

#bcd866 #e78625 #d2232a #f496bf #3c9c46 #3c76bb

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2. Typography Typography of the products
Typography is the practise of arranging type
in a way that makes it legible, readable, and
HEADING: Quadrat-Serial-Bold Quadrat-Serial-Bold
visually appealing when it is shown. Choosing Quadrat Serial is a serif font family. This
typeface has ten styles and was published by
abcdefghijklmnopqrstuvwxyz
typefaces, point sizes, line lengths, line spacing
(leading), letter spacing (tracking), and altering SoftMaker. 1234567890!”£$%^&*()#~`¬
the distance between letter pairs are all part

Merienda
of the type arrangement process (kerning). SLOGAN: Merienda
The style, arrangement, and appearance of the Merienda is a delightfully energetic display
letters, numerals, and symbols produced by
the process are also referred to as typography.
script. The bold weight feels more confident, abcdefghijklmnopqrstuvwxyz
but both weights have a dancing rhythm that
Typesetters, also known as compositors, brings the page alive. 1234567890!”£$%^&*()#~`¬
typographers, graphic designers, art directors,
manga artists, comic book artists, and, as CONTENT: Roboto
of late, anyone who arranges words, letters, Roboto is a family of neo-grotesque sans-serif Roboto
numbers, and symbols for publication, display,
or distribution are all involved in typography, as
typefaces created by Google that is one of
the most widely used fonts for platforms with
abcdefghijklmnopqrstuvwxyz
are secretaries, newsletter writers, and anyone
who publishes materials on their own.
digital and physical content.
1234567890!”£$%^&*()#~`¬

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3. Illustrations
An illustration is a visualisation that is made
by an artist. The goal of each illustration is
to explain information. It can be a drawing, a
photograph, a collage, etc. It doesn’t matter.
As long as it keeps its purpose - to visually
represent facts and details.
There’s a difference between an illustration
and a piece of art. While an illustration is there
to explain something visually, art paintings
have are not connected to any information.
They are a subject of interpretation.
An illustration might either compliment a
story (like a photograph in a newspaper) or
completely remove the need to add text (like
an infographic).

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 FLAT DESIGN
PRIMARY PACKAGING

06
1st packaging

FINAL
DESIGN

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 SECONDARY PACKAGING

2nd packaging Front side

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Back side Inside

Sự kết hợp đa dạng nhiều hương vị trong mỗi hộp trà Tết
sẽ mang đến cho người nhận những giây phút tận hưởng
hương thơm và vị trà phong phú với trà nhãn vàng đậm đà
và vị trà xanh thanh mát như một lời chúc năm mới với
khởi đầu thịnh vượng, sức khỏe dồi dào, vạn sự như ý.

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PHYSICAL PRODUCTS
Front view Tilt angle view

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Inside view Full-box view

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Full-box view

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 FINAL PROPOSAL
OVERVIEW

07
Our product redesign aims at making a gift
box for gifting as well as decoration during Tet
holidays as people are more and more seeking
for something to gift each other.
• The whole design looks catchy and can be
able to trigger the feel of warmth and balance.
• The illustrations used in products have been
utilised really well and easy to approach to a
wide range of customers.
• User experience factors have been
thoroughly researched to ensure users get the
best experience when using the product.

SELF
ASSESSMENT

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OUTER BOX INNER BOX

Pros Pros
• Synchronised and organised icons and • Coherent layout and graphic language
illustrations
• Transparent colour
• Coherent layout and graphic language
• Have the cozy feeling of Tet holiday
• Transparent colour
• Have the cozy feeling of Tet holiday Cons
• Overall design is a bit confused and messy
Cons
• The illustration has not been carefully drawn
• Overall design is a bit sketchy
• The cuppa is a bit small
• The illustration has not been carefully drawn
Revision
Revision
• Organise the firework items more carefully
• Add more illustration and graphic elements.
• Enlarge the cuppa
• Create the illustration more elaborate.

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PERFORMANCE

ABOUT THE SUBJECT ABOUT THE TEAMWORK

Graphic design practice is a truly high demand Although the time is limit and the deadlines is
project with a lot of pressure from research relatively tight, we were able not only finish our
phases to the ideation and the final design products but also have some improvisation
and physical product. We have been struggled as we were given valuable feedbacks from
with each phases of the project, have to my teacher. This is the first time we have to
brainstorming a lot to got the breakthrough do assignment as a team group so we had a
idea. Also, our work was evaluated and lot of difficulty in coordinating to get the job
criticised a lot by my teacher and some of my done. We had to research a lot through the
friends. Though, I reckon that those things help internet and go to the supermarket to research
to improve myself and to receive the highest about the competitors’ design to map out the
score at final and furthermore, to develop my design strategy to make our product stand
future career as a graphic designer. out from the rival company. When it comes
to the finishing phases, we had to do a lot
of research online and get advice from the
teacher about the paper material as well as
the printing process to have the best finished
product as a gift for Vietnamese Tet holiday.

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 IMAGES & ILLUSTRATIONS

08
1. Lipton 2020, The good that a cup of Lipton tea can do, Lipton, viewed 10 7. Bancaphetrungnguyen.com 2019, Hop qua bat giac tra lipton nhan vang
December 2022, <https://www.lipton.com/us/en/our-purpose/good-done-by- 30 goi, Bancaphetrungnguyen.com, viewed 15 December 2022, <https://
lipton-tea.html > bancaphetrungnguyen.com/hop-qua-bat-giac-tra-lipton-nhan-vang-30-goi-441831.
html>
2. Lipton 2020, A natural approach to growing tea, Lipton, viewed 2 December 2022,
<https://www.lipton.com/us/en/our-purpose/our-approach-to-growing-tea.html> 8. Nguyen Bui Nhat My 2022, Tet Nguyen Dan la gi?, Dien May Xanh, viewed 3
December 2022, <https://www.dienmayxanh.com/kinh-nghiem-hay/tet-nguyen-
3. Lipton 2020, Loving our tea farms, Lipton, viewed 4 December 2022, <https://
dan-la-gi-nguon-goc-va-y-nghia-cua-nga-1320657>
www.lipton.com/us/en/our-purpose/looking-after-tea-farms.html>
9. Vietnam University HCMC, Phong tuc Tet co truyen Viet Nam, Vietnam University
4. 1000 Logos, Lipton logo, 1000 logos, viewed 4 December 2022,
HCMC, viewed 4 Decemmber 2022, <https://hcmiu.edu.vn/phong-tuc-tet-co-
<https://1000logos.net/lipton-logo/>
truyen-viet-nam/>
5. Ahmad tea, Inspiring the love of tea, Ahmad, viewed 1 December 2022, <https://
10. Gonatour 2018, Nhung dieu can biet ve Tet Nguyen Dan, Gonatour, viewed 5
www.ahmadtea.com/tea-artistry/>
December 2022, <https://gonatour.vn/tet-co-truyen-viet-nam.html>
6. Freepik, Colourful fireworks background in flat design, Freepik, viewed 12
December 2022, <https://www.freepik.com/free-vector/colorful-fireworks-

REFERENCES
background-flat-design_1193378.htm?fbclid=IwAR0fVYK-IXUOHKRo47FnVcbNEE
cJ3xMEG03DGBjFq6rOwFrw5xJq5q0J6uE#page=3&query=fireworks&position=3
9&from_view=search&track=sph>

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INFORMATION & REFERENCE DESIGN

1. Lipton 2020, The good that a cup of Lipton tea can do, Lipton, viewed 10 7. Vietnam National University 2021, Phong tuc Tet Co truyen Viet Nam, Vietnam
December 2022, <https://www.lipton.com/us/en/our-purpose/good-done-by- National University 2021, viewed 15 December 2022, <https://hcmiu.edu.vn/
lipton-tea.html > phong-tuc-tet-co-truyen-viet-nam>
2. Lipton 2020, A natural approach to growing tea, Lipton, viewed 2 December 2022, 8. Vass.gov.vn 2018, Phat huy giu gin Tet co truyen Vietnam, Vas.gov.vn, viewed 5
<https://www.lipton.com/us/en/our-purpose/our-approach-to-growing-tea.html> December 2022, <https://www.vass.gov.vn/tin-hanh-chinh-to-chuc/Giu-gin-phat-
huy-net-dep-van-hoa-Tet-co-truyen-cua-Dan-toc-Viet-Nam-1216>
3. Lipton 2020, Loving our tea farms, Lipton, viewed 4 December 2022, <https://
www.lipton.com/us/en/our-purpose/looking-after-tea-farms.html> 9. Nguyen Bui Nhat My 2022, Tet Nguyen Dan la gi?, Dien May Xanh, viewed 3
December 2022, <https://www.dienmayxanh.com/kinh-nghiem-hay/tet-nguyen-
4. 1000 Logos, Lipton logo, 1000 logos, viewed 4 December 2022,
dan-la-gi-nguon-goc-va-y-nghia-cua-nga-1320657>
<https://1000logos.net/lipton-logo/>
10. Abar 2019, Tra Lipton, Abar, viewed 4 December 2022, <https://abar.vn/tra-lipton/>
5. Gonatour 2018, Nhung dieu can biet ve Tet Nguyen Dan, Gonatour, viewed 5
December 2022, <https://gonatour.vn/tet-co-truyen-viet-nam.html> 11. Songnhat 2020, Hop qua Tet Lipton cao cap gan ket ngay Tet, Songnhat, viewed
4 December 2022, <http://songnhan.vn/hop-qua-tet-lipton-cao-cap-gan-ket-yeu-
6. Quang Vu 2022, “Unbox” hộp quà Tết Lipton 2022: Đồ chất giá “thơm”, thiết kế ẩn
thuong-ngay-tet.html/>
chứa ý nghĩa siêu đặc biệt, Kenh14, viewed 4 December 2022, <https://kenh14.vn/
unbox-hop-qua-tet-lipton-2022-do-chat-gia-thom-thiet-ke-an-chua-y-nghia-sieu-
dac-biet-20220114134155985.chn>

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