Project Overview :

1850. is a tea brand that sells tea at national level which is harvested from Darjeeling. the case study for this project aims to analyze & enhance the user experience across various touchpoints ensuring a seamless & engaging interaction with the brand.

this case study will provide insights, design solution & recommendation to elevate 1850. tea’s overall experience.

Problem Statement :

There are 3 Problem Statements that arise. from conducting user interviews,

1. Users want transparency. Many brands hesitate to to show transparency but Rajesh’s tea brand don’t want to hesitate.
2. Users want to have some eco-friendly solutions to brand or market our product.
3. The stakeholder wants a minimal design with some touch of Darjeeling’s scenery.

User Interviews :

1. Do you love Tea breaks?
2. Do you feel like where your tea leaves could be farmed?
3. Do you feel like farming tea from different regions could change the taste of tea?
4. Did you know Britishers introduced tea to Indian citizens because of excess stock of tea?
5. Do you like the concept of tea bags?
6. You feel like tea bags could harm environment?
7. Will you love to have solutions that will help us use used tea bags for farming and other eco friendly usage ?
8. Will you love the concept of reusing waste paper to create packaging for tea?
9. Which tea place is your most favorite?

From the user interviews, we found that 90% of users would like to have transparency.

Comparative Analysis:

Important takeaways:

1. Leverage Transparency: None of the major competitors actively emphasize transparency in sourcing. Highlighting the journey from Darjeeling to the consumer will set you apart.
2. Strengthen Eco-Friendly Positioning: Organic India is the closest competitor in terms of sustainability, but its focus is on herbal teas. 1850. can differentiate itself by promoting eco-friendly Darjeeling tea packaging and waste management initiatives.
3. Highlight Darjeeling’s Cultural Connection: Use storytelling, packaging, and branding that showcase Darjeeling’s heritage and scenery to appeal to tea connoisseurs.
4. Target Premium Consumers: Compete with Taj Mahal Tea & Premier’s Tea by emphasizing artisanal quality, direct sourcing, and a refined tea-drinking experience.

Solutions :

1. We are going to add blog page for information that will help user understand the brand.
2. Brand is going to reuse papers to create their packaging.
3. We are going to add some information about sustaining the nature in our blog page.
4. We will add some pictures of Darjeeling.

Minimalist Design with Darjeeling Scenery :

To enhance the user experience, brand identity, and market positioning, here’s the reasoning behind key design decisions.

1. Why? The stakeholder requested a minimalist approach, which aligns with premium branding trends.
2. Impact: A clean, elegant design conveys sophistication and quality, making the brand more appealing to premium tea drinkers.
3. Darjeeling Imagery:
   1. Builds an emotional connection with consumers.
   2. Highlights authenticity and tea origin, reinforcing transparency.
   3. Competes with Taj Mahal Tea, which uses heritage storytelling effectively.

Eco-Friendly Packaging & Sustainability Messaging :

1. Why? Consumers are increasingly aware of environmental impact, and Organic India has successfully capitalized on this trend.
2. Implementation:
   1. Using recycled paper for packaging promotes sustainability.
   2. Educating users through blogs & social media content strengthens eco-conscious branding.

Transparency in Storytelling (Blog & Product Pages) :

1. Why? One of the key user pain points was the lack of transparency in tea sourcing.
2. Implementation:
   1. A dedicated blog page featuring information about tea origins, ethical sourcing, and farming practices.
   2. High-quality images of tea estates, farmers, and processing units to build trust.

Design Solution :

Empathy Map :

Information Architecture & User Flow :