Initial concept utilized icons from the wellness tea packaging as large inflatables to be piled in the window. Vinyl cling applied to window for primary message, "Wellness teas in feel-good flavors".
Initial tea bar concept printed wellness icons on clear plexiglas forms containing each loose leaf tea, with vinyl icons cascading down the front of the bar and continuing onto the floor.
When inflatables proved to be cost-prohibitive, the team pivoted to a large graphic backdrop and printed pedestals that could be stacked according to the configuration of store windows, and a backdrop of wellness icons in a repeating pattern.
Final wall bay graphics and signage.
In the second part of the winter campaign, key signage swapped out to promote the new Defense wellness tea. A pattern of Defense tea ingredients—citrus fruits and ginger—paired nicely with the repeating wellness icons on existing signage.
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Teavana : Winter 2016 campaign
Introducing the line of new wellness teas through bold graphics and iconography. Design by Starbucks Global Creative.
