Tea has been gaining space in the Brazilian market and more people are seeing it as something to be appreciated not just consumed. It involves various sensory aspects such as memories, flavors, aroma, color and that’s why it was chosen for the study of how emotional design can be used as on the development process of packaging design.
A tea line composed by two blends─one for daytime consumption (English breakfast) and another for nighttime (chamomile, jasmine and lavender). The whole concept is based on this night-day contrast and the goal was to portrait the product experience instead of the product itself.
Although the best way to prepare tea is using loose leaf tea it’s not something very diffused in our culture and many people still prefer the convenience of tea bags. So it was opted to use a format that could contain whole leaf tea and that could expand during steep, allowing the tea to properly release its flavor and aroma.