The challenge was to dress up an all new product that stands apart in 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.