Brief: To design packaging for the launch of a new range of tea from Teapigs. This project involved the creation of physical packaging, and an accompanying website and promotional material.
My design plays on the concept of ‘pigs’ and their messiness and energy, incorporating large-scale, playful and energetic typography to create impact. This, combined with vibrant colour, contends to make black tea more appreciated, as it is often seen as ‘so regular’, yet can be specialist and full of taste.
The front and side of the box displaying playful and bold typography.
The side and base of the box. The flavour specific colour (red) is used on the base such that the flavour remains evident on every face of the box, and that the two halves of the box appear easily told apart to make for easy opening.
The range of three premium black flavours.
I began this project by researching the current Teapigs brand and tea market, in order to understand their current brand positioning, attitude, and the competition. This eventually led me to select a typographic route for my design, given the prominence of illustrative solutions that already existed. Below you can read through some pages of my project report.
Analysis of Teapigs and their existing packaging.
Analysis of existing tea packaging.
Exploration of visual concepts.
Exploration of box formats.
Developed possible approaches to the design of the packaging.
The inner box containing the tea and accompanying leaflet, revealed upon lifting the outer box up.
The sticker present beneath the tea to instruct the user how to dispose of the packaging when empty if desired.
The top of the box states only the brand and product, providing a break from the business of the front design.
The back of the box provides greater insight into the flavour in a concise way.
The base of the inner box houses the necessary information including the barcode and ingredients. I aimed to make this information logically grouped and as quickly digestible as possible.
The inner box and tea wrapped in colour matching tissue paper.
Leaflet displaying and promoting the premium black range.
For this project, we were challenged with promoting the packaging online. I designed promotional materials for Instagram as I noted that this was one of the primary marketing methods of Teapigs, and fitting for the target audience of my tea range: young adults.
Instagram ad promoting chai chilli.
Instagram ad promoting morning blend.
Instagram ad promoting earl grey strong.
Proposed usage of the Teapigs Instagram feed to introduce the new series.
Teapigs website homepage (redesigned) teasing the premium black range.
Teapigs website (redesigned) demonstrating how the packaging would appear for online sales, and how the branding could be extended to the site itself.
Teapigs website shop (redesigned), demonstrating the packaging in the context of the existing Teapigs series.
The front, side and top of the box.
