davids tea - espresso packaging
Making an all-new product stand out from the crowd.
Making an all-new product stand out from the crowd.
client : david’s tea
challenge
The challenge was to dress up an all new product that clashed with the rest of the DAVIDsTEA portfolio: freshly ground tea designed for use in espresso machines. To highlight the arrival of this new tea, we needed to make it visually different from the rest of the offer. We created a package that borrowed the DAVIDsTEA signature coloured shape and typeface, but instead opted for a very understated whole—rectilinear and without colour—that showcased the product’s qualitative aspects. This simplicity aimed to give an upscale feel to this freshly ground product for latte fans.
result
A package that draws the customer’s eye to better gauge the interest in this new type of product.
team
Marie-Ève Caron, planning and brand strategy
Nicolas Boissy, art direction
“Integrating Tea Espresso into our product portfolio came with several challenges, which La Famille was able to meet brilliantly: differentiating this new offer while remaining loyal to our brand, engaging consumers, and facilitating their understanding of the product—they did it all!”
services
Consumer insight
Packaging design