Brief // Take an excising product or brand and give it a redesign for a new target market.

Concept // The iconic Rooibos brand Eleven O' Clock is steeped with a long proud South African history, the first ever Rooibos tea brand being around for more than 100 years. Sadly this brand is being fazed out due to a steady decline in sales with an ageing target market. I decided to do a total redesign of the brand. First I had to get my hands on a actual box of Eleven O' Clock but could not find any at all in the Western Cape. After some intense research I found a store in Limpopo Province who still stock the tea. 1 Week later I had my very own box of Eleven O' Clock in my hands, pure indulgence for a designer with a mission. Although the product is very nostalgic and a true classic design piece from it's time period, serious redesigning was on it's way. My goal was rejuvenation -  fresh, modern and sophisticated pure quality. The new target market would focus on trendy, health conscious hipster / bohemian individuals who like's retro, but with a 21st century twist. As a bonus a new flavour range would be added to the excising original Rooibos Tea, including Camomile and Mocha Rocha.