The brief was to rebrand the Yorkshire Tea packaging to appeal to an 18-35 year old demographic. I took the existing panoramic idea and tried adding a more modern feel from a limited colour palette and simple vector graphics. I included some elements that were already synonymous to the brand such as the bicycle wheel for the ‘tour de Yorkshire’ and the cricket ball & bat as they associated with the England cricket team. I reduced the amount of red used as it felt a bit too festive, instead using it subtly in the landscape. I brought in the tea bush to be the main focal strip, replacing the original red strip.
I feel the updated packaging would be more approachable the intended target audience. In particular the red Yorkshire ‘seal of approval’ acts as a point of interest amongst the light colour palette. It also reflects modern consumers interest in knowing where their products come from, and often if they are ethically sourced.
Full Landscape
Packaging Mockup
Additional Elements
