Project Overview
Tetley had a fantastic range of fruit and herbal teas, but the existing design wasn’t living up to the quality of the product. You only have to sit down and taste one to discover a truly sensorial experience of real fruit flavours. Armed with our recently updated Tetley identity, we drove the craft and believability of the brand and its tea throughout the entire experience.
Project Commissioner
Tata Global Beverages Australia
Project Creator
Team
Studio - Boldinc Brand Innovation
Designer - Pam Partridge, Jodi Hooker, Ico Hernandez
Creative director - Jon Clark
Finished artist - Dylan Morgan
Illustrator - Jodi Hooker
Project Brief
We got back to nature - backed by an earthy craft board, each pack works to capture the unique experience that lay within. The highly sensorial illustrations were beautifully painted in-house the old fashioned way, with a fusion of watercolour and inks saturating the paper until you could almost taste them. Finger painting was for fun back then but craftsmanship is still at the heart of it today.
Project Innovation/Need
The existing range design wasn’t living up to the great flavoured products. You only have to sit down and taste one to discover and be taken away to a world of real fruit flavours.
The Tetley team had a great new product format to start us off - both the pyramid tea bags and a more upright individual shape pouch to differentiate us in the category.
The updated Tetley identity drove the craft and believability of the brand, allowing the rest of the pack to work on a sensorial level.
Design Challenge
Tetley infusions was a natural extension within the portfolio for Tetley. The design challenge was about understanding the market needs and to elevate Tetley's perception within consumers mind and bringing to life the core values of the brand, Simple. Honest. Craft.
Effectiveness
The project was a huge success for the Tetley portfolio producing $2.261m in dollar sales. This was an increase of 96%. 6 skus were accepted into Woolworths with distribution increasing 6%.
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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