Project Type: Produced, Commercial Work
Client: Three Leafs
PR & Marketing Project Manager: Daniel Cunningham
Location: Taipei, Taiwan
Packaging Contents: Tea
Packaging Substrate / Materials: Leather, Cardboard, Foil
Printing Process: Foil stamping, Digital printing
The strategy behind this new packaging series is to define the brand’s boutique gift box products from its day-to-day products. This resulted in three packaging forms – a leather-handled gift box with cylindrical cardboard containers for the boutique products – and a resealable standup pouch for the day-to-day products. The boutique product packaging won the 2018 Design Mark at the Golden Pin Design Award.
The brand’s spirit is based on quality tea craftsmanship and appreciation for the land from which the tea grows. Those who receive the gift box can immediately sense the quality of the tea from the moment they touch its leather handle. Dark hues of green and blue further emphasize the quintessential quality of the Three Leafs brand.
The brand’s mid-level products are also presented in cylindrical cardboard containers, but with a light and soft color scheme to convey a relaxed and comfortable lifestyle sense. The texture of the cardboard communicates simplicity, delicacy, and elegance. The brand’s day-to-day products are presented with the same graphics and color schemes, but in plain resealable standup pouches made from foil.
In addition to the packaging design, Three Leafs commissioned a rebrand. The new brand identity incorporates European calligraphy and gold to emphasize quality. The serif font, Mariposa Sans Std is used as the standard font.