For this project, I was tasked with choosing a generic looking product and redesigning the packaging so that it would stand out on the shelf. However, I wasn’t satisfied with only doing the visual design. It had to be functional, too. The first thing I did was choose a package that desperately needed a redesign, and I decided on Twinings Tea.
If you’re a tea lover like me, you don’t just keep a single kind of tea in your cabinet. Your cabinet is full of different kinds of teas toppling over each other, and it drives you nuts. The boxes are also too big because tea bags are mostly air anyway, right? I set out to design a tea box that is beautiful and stands out on the shelf, is compact, and meant to be stacked.
The final design achieves its elegance through its regal shape and accents of foil to give it a richness that makes it stand out on the shelf. The pointed, compact shape of the box makes it easily stackable and storable and harder to knock over so your cabinets are less of a mess. The final mark is a lion with a crown, symbolic of England’s national animal and Twinings’ biggest fan: the Queen.
Redesign the Twinings Tea packaging in a way that stands out on the shelf, reflects the perception of the brand and the brand's history, and is engineered to better fit in the user's cabinet.
Packaging Design, Branding, User Experience
Creative ProcessSkip to final project
Finding a shape that works
Exploring how to place graphics on the new box
Though I liked the regal appeal of the eight-sided design with the pointed top, having that many sides proved difficult to actually design the surface graphics. When adjusting the shape of the box and reducing it to four sides, I wanted to keep many of the same features and characteristics:
– Pointed top
– Regal appearance
Why yes, I engineered it myself.
Initial Digital Concepts
Adobe Illustrator, Adobe Indesign, Inkjet Print with Silver, Copper, and Gold Foil
Want a more in-depth look at the process?View full length process book
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