One week into the project the creative directors gave individual group tutorials to guide our direction and suggest improvements to ensure the brief is resolved as successfully as possible within our concept. The feedback I received from the directors lately stated they liked the concept of tea, and felt loose leaf would work well for the older, middle class audience however they were unsure about blending this with a greek concept as they felt it was too 'left wing' and novelty, they told me that tea doesn't have any real connection to Greece in any real form and would consider maybe making it more familiar to a British audience. Other positives included how the concept worked well to get the product easily into the users daily life, and tea is seen as a professional drink therefore would work particularly well in the work place.
The rest of this feedback revolve around brainstorming possible directions that would work particularly well in engaging this audience, We were advised to not make it exclusive, elitist, or too cool for school as this would instantly exclude a large potential audience. Other comments made towards a potential new direction included highlighting the British nature of tea, how it solves problems by taking a time out and coming back to the problem after a cup of tea. We established that the key ideology would be to ensure it is personable and humanist making it an experience to share a relationship between the brand and the consumer as a means of making the concept of Nootropics feel less foreign and invasive. The directors suggested to move forward we word bash a range of names and future concepts based around these points and suggested we had the opportunity to make a genuinely lovely and engaging product as a result of this direction.
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