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Tetley’s challenge on green tea was to balance staying true to the core brand with an authentic green tea offer, remembering who we are and where… Read More
Tetley’s challenge on green tea was to balance staying true to the core brand with an authentic green tea offer, remembering who we are and where we came from as an overarching brand architecture. Separating the Core brand from the product attributes allowed for a wider exploration of possibilities and personalities to bring the Green range to life, moving away from the usual supermarket expectations, aspiring to a more retail feel. We were asked to create a window on the pack which showcased the product format as a real point of difference, and so the elegant pyramid shape was born, sympathetic to the label shape. The design captures the pure simplicity, freshness and naturalness of the product with a sensory element depicting the teabag infusing from the pyramid window. Read Less
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