Bigelow Tea Rebrand

Tea Gift Set

Wilson's assignment was to reinvent the Bigelow brand through an innovative product delivery system, introduced in a gift set package. The packaging concept she created is fresh and modern, yet classic. The innovative tea concept developed by Wilson involves Bigelow's signature teas in the form of a dissolvable powder, compacted into a sphere shape and individually wrapped in colored cubes. These diamond-rotated cubes are expanded upon in the gift box construction, resulting in a unique pyramid-inspired structure.

The Bigelow Tea Rebrand gift set measures 6in x 6in x 5.5in, with each individual tea cube measuring 1in x 1in x 1in. The packaging contains gold foil hot stamped and embossed graphic elements, adding a touch of luxury to the design.

Due to Bigelow's wide target market of 18-60 year olds, Wilson aimed to create a packaging concept that is fresh and modern, yet classic. The dissolvable tea in individual boxes is ideal for the on-the-go consumer. By stacking the tea boxes in a unique pyramid formation, the gift box stands out from the competition on the shelves and is beautiful enough to be proudly displayed in the home.

The Bigelow Tea Rebrand project started in October 2013 and finished in January 2014 in New York City. Wilson conducted extensive research on the tea market and analyzed the current Bigelow products and packaging. She discovered that while Bigelow Tea is known for its rich history and quality, it lacked appeal to the high-end tea consumer compared to more contemporary brands. Wilson identified the need for an exciting packaging concept to make Bigelow's traditional branding stand out in a more modern competitive landscape.

The most challenging aspect of the project for Wilson was taking her innovative dissolvable tea ball concept and creating a unique structure that would appeal to a large target market. Through tedious calculations and measurements, she eventually developed a functional and attractive pyramid-inspired structure to store the tea boxes.

In 2015, the Bigelow Tea Rebrand design was awarded Silver in the A' Packaging Design Award. This prestigious award recognizes top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation. The Bigelow Tea Rebrand design stood out for its strong technical characteristics, splendid artistic skill, and remarkable level of excellence, evoking positive feelings, amazement, and wonder.