Project Overview

Tea Drop is a small tea house led by a team of young souls passionate about tea and travel. Bellman have been working with Tea Drop since 2015 to design packaging seasonal campaigns where special blends are promoted.

Project Commissioner

Tea Drop

Project Creator

Bellman.

Team

Boyd Roberts
Ben Wright
Emelye Lovell
Jane Woolard

Project Brief

The brief for the Signature range was to package nine of Tea Drop's specialty blends to be sold as gift boxes. The range was to be released just before Christmas, although the design had to be appropriate for all year round. The Ice Tea range was released after the Signature range, so the styles of the two designs needed to complement each other yet work on their own. The products can be bought online or at Tea Drop's South Melbourne Market retail store.

Project Innovation/Need

The Signature range has taken nine of Tea Drop's most popular blends and repackaged them as products that are ideal gifts. We wanted to create a sensory experience for the consumer, so the Signature range combined illustrations and copy to capture the part of the world where the blends originated, such as France, Sri Lanka and Morocco. The Ice Tea range used a bright colour palette and hand drawn illustrations that captured the feeling of summer.

Design Challenge

The design for the Signature Range was done within a limited timeframe and budget. The client specifically wanted illustrations on the packages, so we sourced vintage-style illustrations from Shutterstock. We mixed sourced imagery with blend names that were hand-written then foiled in gold on the front of the cartons and tins.

The entire design for the iced tea range was created in-house, with hand illustrated and written elements scanned and collaged to create bright and fun summery designs. As no print embellishments were used on the Ice Tea range, the design had to stand out on its own.

Another aim of this exercise was to raise awareness of Tea Drop after a recent rebrand, and help build their presence in the market as a premium Australian tea brand.

Effectiveness

The new packaging has been a huge success, with the Signature range selling out quickly after the first release and requiring another print run. The packages also make an impressive display in Tea Drop's South Melbourne Market store, and have been posted and promoted by users on social media, raising awareness not only of the product but also of Tea Drop as a brand.

Graphic Design - Three Dimensional

This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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