Retailer: Tesco UK
Country: United States
Agency: P&W Design Consultants
It was time for the brand to move into another era, focusing even more intently on provenance, authenticity, and craft, by highlighting the people behind the story – the farmers and producers who are dedicated and passionate about food.
Pack format was key to this range launch, the outer package needed to physically look different to other teas, as well as showcase the premium quality of the pyramid, biodegradable tea bag. The entire steeple folded carton is covered in bespoke, hand-drawn intricately detailed illustrations that are unique to each product. Each tea takes on its own emotion and personality through theme, color and style, playing to the different flavors and provenance of the tea inside.
A black slate roundel holds the titles and tasting notes, and is a consistent design element to tie the range together, as well as features the foil-blocked ‘finest’ logo which is also on every single pack.
Creative Director, P&W Design Consultants: Simon Pemberton
Designer, P&W Design Consultants: Jack Bannerman
Illustrator: Alice Stevenson