Tg Green Tea Pouches

Designer: Peter Gibbons
Project Type: Produced, Commercial Work
Client: Ideas 2 Launch Ltd (Sophia Nadur)
Location: London, UK
Packaging Content: Tea bags
Packaging Material: Metalised PET

The Brand
Tg Green Teas are a new brand of green teas inspired by ancient Chinese ingredients and knowledge. The hot tea range was created to bring consumers the benefits of quality green tea through healthy and accessible products. Naturally flavoured with other traditional Chinese ingredients, Tg Green Teas promote inner resilience and outer vitality.

Audience
Urban adult tea drinkers looking for healthy refreshment that also delivers on taste

The Brief
Design a disruptive but engaging identity and packaging range that communicates the brand proposition:
– Naturally uplifting vitality
– A contemporary interpretation of Chinese heritage
– Better for you, but not too ‘worthy’
– A friendly expert on authentic Chinese green tea and ingredients

And the product characteristics:
– Premium and different
– Flavour and refreshment
– Delivery (pyramid bags)
– Back of pack brewing instructions

Mandatories:
– Develop existing basic ‘Tg’ trademark
– Use resealable pouch format

The Design Solution
– The ‘Tg’ trademark was re-drawn in a bamboo brush style and incorporated into a dynamic kite to create a brand device that symbolises ‘naturally uplifting vitality’ and Chinese heritage.
– The kite tail is used as a flexible device to add dynamism to the packs, to function as variant colour differentiation and to help integrate the product and ingredient illustrations into the pack design.
– Vibrant variant colours were chosen to convey intensity of flavour.
– Brush illustration style and hand-rendered typography communicate an authentic and friendly tone of voice.
– Info-graphics are used on the back of pack illustrate the brewing instructions.

What’s Unique?
A non-transparent resealable pouch is a unique packaging format for green teas in the UK. An opaque pouch offers a benefit derived from a key product/consumer insight; that green tea should be kept away from light to preserve its taste and freshness. Our brand is focused on delivering an authentic green tea experience, so great taste and freshness are both essential attributes.