Brew La La, a sub-brand of the predominately candy based company Ooh La La, has a selection of 17 green teas. The brand values sustainability, creativity, and joy but lacks a branding identity. I chose three of the existing as a sample for a packaging redesign; Chamomile Lemon, ginger peach, and strawberry. The fourth was created and two were modified to be fit better with a new branding identity. From personal observation as a tea lover and consumer I recognised that most tea packages were a simple rectangular or square box. Visual research was also done on competitors in the tea industry.
RESEARCH
In order to create mockup examples of the packaging I strategised how to assemble the tea packages using items on hand such as mat board and papier mâché boxes. The templates were printed out on a glossy paper to imitate a shiny coated paper often used in packaging designs. The templates were then cut out and glued on to the mat board cut to shape and modified papier mâché boxes. Through much trial and error a prototype of the packages was created to then be photographed.
CONSTRUCTION
I sought to create a playful type of tea packaging that stands out from the highly competitive tea market with its bright colours, unique shape and reusable container. The tea package would be the shape of the primary fruit ingredient used in the tea. The reusable container could have the logo and text as removable stickers so that the consumer could have a fruit themed box to use for small miscellaneous items such as paperclips. I created a sample of a branding identity having it focused on fruity teas using bright colour’s in the packaging design with the logo being applied in black or white to emphasise the packaging design.
The brands original values of sustainability, creativity, and joy are still incorporated as Brew La La’s core values but are shift slightly so that is sustainable, flavourful, and fun. These brand values are incorporated as a slogan used in the packaging design. The logo designs uses a fun and playful typeface and incorporates the morphing of an orange slice and teacup with a leaf handle to reflect the core values. Brand assets were created using the logo as the theme. Teacups morphed into a strawberry and peach along with the orange are used to create a pattern and can be used as stand alone assets.
DEVELOPMENT