A Study on Brand Design Renewal Case : Focused on Russian Traditional Tea Brand

서지정보

· 발행기관 : 한국상품문화디자인학회
· 수록지 정보 : 상품문화디자인학연구 / 76호 / 267 ~ 277페이지
· 저자명 : 장희목

초록

Travniki Sibiri, located in Siberia, is hidden in the pure nature of Russia: vast green areas, centuries-old pine forests, majestic mountains, crystal-clear rivers and lakes. The land of Siberia has long been responsible for the livelihood of all Slavs, as it grows special and valuable medicinal plants and herbs. Many wild fruits found only in Siberia are dozens of times more valuable and useful than modern cultivated fruits and berries, and these are just a few of the gifts of Siberia’s nature. However, this iconic brand Travniki Sibiri in this unique region of Siberia is not able to convey a sense of premium quality from their design; logos in their own language, handmade packaging, and a lack of marketing strategy is keeping this valuable asset hidden. This study aims to revive the brand identity of Travniki Sibiri through a design renewal and restore its position as a leading tea brand and traditional herbal tea specialist for global expansion. For the research, a number of case studies in worldwide markets were conducted, and the value of the brand was further enhanced by the addition of eco-friendly design. In this context, the design renewal of a Russian traditional tea brand should focus on design reconstruction with more premium strategy to enter the in demand market so that it can be naturally enjoyed by people of different cultures while maintaining the identity elements that form the brand image. Therefore, this paper proposes the following methods to revive the Travniki Sibiri brand: 1) forming a target group through a new positioning, 2) deriving core values and design concepts accordingly, 3) designing a brand identity, and 4) designing eco-friendly packaging that reflects experience-driven content of this beautiful region in Siberia.

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