The brief
Having successfully demonstrated that Tea India was one of the fastest growing brands in the Dorset Tea group, the team set their sights on opportunities to reach a wider audience. Consumer research revealed that Tea India drinkers held an overwhelming desire to ‘rebalance’ and live a mindful life, which manifested through daily practices like yoga and clean eating.
In-line with this revelation, they recognised an opportunity to develop a contemporary range of teas that fulfilled the desires of yogis and complimented the mind-body health practices of Ayurveda. We were asked to design a distinctive new packaging range that drew on the spirituality of what was contained inside, and also complimented the original chai tea range when sat side-by-side in-store.