‘The first taste is with the eyes’. This is the philosophy of TEALEAVES, the tea blender of choice to five-star hotels and Michelin-star chefs for 21+ years. All of their teas are hand blended specifically for color and this thinking has now been brought to life on the packaging – designed by the TEALEAVES in-house studio. A brilliant partnership with the Pantone Color Institute generated the redesign of the Whole Leaf Pyramid Teabag (PTB) Collection, which inspired the campaign, #PaletteForYourPalate.
“The brief given to the in-house creative team was to redesign the entire PTB line around the concept of color in blending (including individually wrapped teabags) and to portray our true identity as a modern innovator while paying homage to our heritage in the luxury hotel industry.”
“Exploring the 10 tea varietals, their culture, medicinal purposes and flavor profiles, we selected a mood and symbolic animal evocative of each. Pantone then selected a color code that best fit that mood and tea.”
A minimalist direction wwas chosen to effectively evoke this selected mood and color, while conveying the purity and quality of the product inside. The link with the company’s heritage was expressed through having the same in-house artist, who had illustrated all TEALEAVES packaging, create the illustrations. Emotional, yet whimsical, each teabag overwrap and retail box would have a monochromatic watercolor animal to symbolize the mood, accompanied by a poetic blend story, to enchant the consumer. The watercolor art direction was minimalist and slightly abstracted, with movement-inspired strokes and nuanced layering to communicate mood and color. Instead of an animal, imagery on the sampler package of all flavors would contain abstract watercolor strokes in each selected color, to create the full “Palette For Your Palate”.
The retail boxes (single flavor and samplers) have a dual-purpose diecut, with a sliding tray for clean dispensing at home or as a gift that also has a perforated lip to ease access in a cafe setting. There are many small details added to the box to contribute to the sensory unboxing experience. Blind embossing was used to enhance visual and tactile experience with product while highlighting specific information about the product. Side tabs that subtly reveal the campaign hashtag while also facilitating the sliding function were also incorporated.