Experience Tetley Herbal Tea
BACKGROUND
In order to maintain their leadership position in the marketplace, tea industry leader Tetley initiated qualitative research to identify the “perfect herbal tea experience, and put Shikatani Lacroix the test of developing packaging to create a sensorial experience for their line of herbal teas.
CHALLENGE
The old packaging was outdated and didn’t capitalize on the emotional and sensory pleasures that can be associated with herbal teas. It was important for the new design to appeal to these consumer need states, and to highlight this in the hierarchy of communication with a new naming convention.
SOLUTION
The SL team explored multiple colour treatments, font styles, borders, illustrations, and shapes for the newly named inspire, delight, dream, revive, soothe, tranquil, and warmth herbal tea varieties. The final design choice leverages subdued, muted earth tones and a simple, more feminine graphic treatment to capture the essence of a therapeutic herbal tea experience.
RESULT
Tetley’s new herbal tea packaging appeals to the senses by focusing on the herbal tea experience. This new approach supports Tetley’s position as a category innovator, and gives consumers another new reason to reach for Tetley on the shelf.