This "teatime." tea products packaging is a redesign of an original, fairly expensive product line called Teapigs. The original Teapigs packaging was lacking in continuity and clarity, so I set out to solve those design problems while keeping the integrity of the company alive. The main issues I was interested in addressing include visibility of the product, cohesive typography and package structure, and assessing relevance of provided information. This eventually grew to also encompass rebranding.
By widening the front window, it eliminates both the awkwardly small original window as an issue as well as the rounded corners on it, which did not feel cohesive with the more geometric form of the package as a whole. The structural integrity of the package was not compromised thanks to the heavy paper stock used. This meant that other rounded corners were free to be beveled as well, such as on the back flap and side panel label. Next, the product brand was removed from nonessential locations, leaving it in only one prominent location per side. Reducing redundant information was essential in streamlining the overall look of the brand. There are also only two typefaces used on the entirety of the new package, as opposed to the eight on the original. Removing the confusing and tangential illustrations and phrases from the front of the package also decreases distraction and lingering on the meaning thereof, encouraging quicker decisions to buy the product. One universal illustration has replaced the animals and objects; only the tea bag tag color changes across each flavor, and the cookie is changed depending on the type inside. I've also expanded the product line to include cookies or biscuits to provide consumers with more of an experience rather than simply tea bags. This is the main reason I rebranded, as it seemed out of line to completely change the products offered from the original brand.
By widening the front window, it eliminates both the awkwardly small original window as an issue as well as the rounded corners on it, which did not feel cohesive with the more geometric form of the package as a whole. The structural integrity of the package was not compromised thanks to the heavy paper stock used. This meant that other rounded corners were free to be beveled as well, such as on the back flap and side panel label. Next, the product brand was removed from nonessential locations, leaving it in only one prominent location per side. Reducing redundant information was essential in streamlining the overall look of the brand. There are also only two typefaces used on the entirety of the new package, as opposed to the eight on the original. Removing the confusing and tangential illustrations and phrases from the front of the package also decreases distraction and lingering on the meaning thereof, encouraging quicker decisions to buy the product. One universal illustration has replaced the animals and objects; only the tea bag tag color changes across each flavor, and the cookie is changed depending on the type inside. I've also expanded the product line to include cookies or biscuits to provide consumers with more of an experience rather than simply tea bags. This is the main reason I rebranded, as it seemed out of line to completely change the products offered from the original brand.
