Brand Development – Product Packaging Strategy – Visual Content Creation – Brand Identity Management – Retail Space Optimization – Retail Operations Oversight
We acquired Bencha and iwaffle in Shanghai China October 2019 just as the Covid virus forced a shop lock down. We used this time to undergo a complete shop re-design and management re-structure. We reopened in April 2020 implementing the new changes. Within six months, we were able to move the business from operating in the red to profitability.
Bencha – Vi
Three patterns were chosen to be applied throughout the brand. The first was inspired by the Matcha tea grinder. The second is a simplified interpretation of the brand’s products. The third represents an organic tea leaf
Lawsons – Packaging
This project included the design of a series of packaging applications that included a VI experience. Products were successfully sold in thousands of Lawson stores across China..
Lawsons - Packaging
This project involved a complete packaging design targeted to a very specific audience. The final product was a great success.
Lawsons - Sticker
The pattern was also applied to stickers for a more cost effective way to contain the product and keep the lid from opening.
Bencha After
Bencha - Store Revitalized
Bencha was the first step to creating our product that was launched in lawsons. Launching this brand with a 100+ year history and restructuring it in China took 3 months. After we assessed the location, market and brand we were able to bring the shop to reach its maximum capacity. Once implementing a new design structure. Changing out the main menu, adding products, posters and pos. While retraining the staff and developing the product, we were able to break even 3 months after we purchased the shop and further able to bring the matcha shop to the top of a popular store rating app.
Bencha - Menu
I attribute the success of this design project to marrying an “artistic” vision with proven consumer response attributes.
Bencha - Stickers
This was a new product line extension that was managed from start to finish.
Bencha - Posters
Posters are an important part of product marketing in China. These are a few examples of our most successful design directly tied to significant increases in sales. Every element of this campaign, including photograph, was hands-on.
Bencha - Ranked #1 and #2
Dazhongdianping is the most popular store rating app in China. Bencha consistently ranked in first or second place..
Bencha - Stickers
We introduced a new line of products with a Japanese baker whom made a name for himself in the industry in Shanghai. Launching a new brand of products through out Shanghai with him we tripled sales in 3 months.
Bencha - Stickers
Here is another product sticker that we implemented with our VI.
I did not work alone on this. I worked closely 7 days a week with an awesome team/business partners! For this project we all also worked in the shop to better understand and solve problems to create a better experience for our customers. But mainly it saved costs on labor HA!
The Team
Greg T. - Art Director/ Project manager Erina F. - Marketing/R&D Stephan K. - Junior Graphic Designer Cole Roubicek - Assistant Art Director
Product Photography
Final Print Check
Print Production
Product in Store
Sticking on STICKERS
HUNDREDS of hand folded boxes of cookies
