Herbal infusion tea

Design: PROUDdesign
Project Type: Produced
Client: Royal Green
Location: Amsterdam
Packaging Contents: Herbal infusion (Tea)
Packaging Substrate / Materials: Cardboard
Printing Process: Offset

The product
Royal Green Herbal Infusion teas are blends of plants, herbs, flowers and spices. You can taste the actual ingredients because it is free of any (natural) flavouring, perfumes or taste enhancers. So all teas are all natural and full of flavour. All the ingredients are certified 100% organic. The tea bags are made from unbleached organic material and are 100% biodegradable.

The brief
The brief was to create a design that expresses the full and exciting flavour of these teas. In support it should feel 100% natural, support the craft behind the blending of ingredients and a joy to buy and drink. The design should attract the modern organic food shoppers 25-35 years of age. Being part of a bigger range of food products it should both fit in and stand out at the same time.

The design
The use of the liquid form in hysterical contrasting colours reveals the complex blend in taste. Secondly it brings back memories to the flower power period, where lava lamps and bright colours were popular, as was the respect for nature and doing it differently. The style is outspoken and natural at the same time. The contrast between the liquid form and variant name is strong which adds modernity. The Royal Green logo is kept black on a white canvas (with a natural structure in it) to fit the rest of the assortment. In line with the front of the pack, other sides are designed accordingly, leaving room for information and inspiration.