Tetley Red Tea, Africa’s best-kept, natural secret
BACKGROUND
Red tea is the new green. With its long list of health benefits, red tea is increasingly becoming “buzzworthy” and gaining popularity in the western world. Tetley wanted to generate awareness and attract new users in Canada to the Red Tea segment.
CHALLENGE
The challenge for SL was to reposition Rooibos under the new name of Red Tea. We were asked to develop packaging that has a more authentic African tea personality but still felt like a part of the Tetley tea family.
SOLUTION
We created a visually impactful packaging that is African-inspired, natural and exotic but still progressive and Tetley “ownable”. While the old packaging had a lot of colours, the new Red Tea was designed using a simple colour scheme of warm reds. We explored font styles, illustrations and shapes that set the tone of an authentic rooibos tea.
RESULT
Inspired design that introduces Tetley Red, Africa’s best-kept, natural secret.