Alice in Wonderland Tea Time
Background
Tetley, Canada’s tea leader, has partnered with Disney ‘s Alice in Wonderland to launch an exciting new line-up of limited edition package designs. Drawing on Alice in Wonderland’s tea party themes, Tetley Canada will be featuring characters and imagery from the movie on a range of Tetley products, including Orange Pekoe cartons promoting a Mad Hatter Tea Party contest, Tetley collectible tins, and canisters. Disney’s Alice in Wonderland, due to appear in theatres March 5th, 2010, is directed by Tim Burton and stars Johnny Depp as the Mad Hatter, Helena Bonham Carter as the Red Queen, Anne Hathaway as the White Queen, and Mia Wasikowska as Alice.
The Challenge
The design needed to capture the whimsical feel of the Alice in Wonderland movie, along with the personality of Tim Burton’s characters, while clearly communicating the Tetley brand. The timing for this project was extremely limited due to printing timelines, the fast-approaching release date of the movie, and the multi-level approval process, which required approvals from Tetley, Disney, Tim Burton, and the talent featured in the designs.
The Solution
SLD created stunning designs that captured the artistry of Tim Burton’s creation while maintaining the Tetley brand equity and other key elements of Tetley’s packaging architecture. On the Tetley Orange Pekoe cartons, SLD integrated Tetley’s blue with the blue tones used in Burton’s Alice imagery, and incorporated an Alice in Wonderland tea cup image into the design, thereby linking the tea-party themes from the film to the product. On the Tetley canisters, SLD emphasized Tetley’s three limited edition flavours using bold, flavour-specific colours along with visuals of their corresponding Alice in Wonderland characters. The SLD studio drew on its amazing capacity to work cooperatively, creatively, and efficiently to design and produce artwork for ten skus in only two weeks.
The Results
SLD’s designs ensured the Tetley brand remained recognizable on-shelf without compromising Disney’s Alice in Wonderland imagery – Tetley and Disney, and were thrilled with the results.