Tea, the great British tradition! How do you break into a market that has been so well established and has so many existing strong brands with something new and fresh yet still maintain the approach of tradition, flavour so loved by all.

Our starting point in this Tea packaging design was not to look at the graphics but to look at the shape of the structural pack. Traditional tea caddies were round in shape and we took a visual cue from this history.

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We combined this with modern appealing colours which reflected the range of flavours on offer. The history of tea drinking was not forgotten with commissioned illustrations that added a careful note of authenticity, being drawn in the style of etchings and engravings from the past.

A clear balance of tradition, modernity and elegance. Launched in Selfridge's this Tea packaging design was an instant hit. The investor in this case behind the brand was Kelly Hoppen. She received very positive comments on her Facebook pages and Twitter feeds regarding the packaging.

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