Design: Clёver Branding
Project Type: Produced
Client: Russian Tea Company
Product Launch Location: Russia
Packaging Contents: Tea
Packaging Substrate / Materials: Cardboard
Printing Process: Flexography, offset
The success of Curtis tea has haunted many. This was a breakthrough in the tea market in terms of both product and packaging design and brand positioning.
The aim of this project was to integrate into the wake of the market leader (Curtis) and take away part of its market share from him. After a more detailed analysis of the consumer and retail, it became clear that there was little chance of success on the shelf of tea bags due to the difficulty of giving a price significantly lower than Curtis. And in order to compete directly with the leader there were no budgets for television advertising and a large coverage in social networks.
Therefore, Clёver Branding agency was faced with the task of producing tea with a positioning similar to Curtis tea, but in the category of loose teas. Curtis tea is a tea that is positioned as a tea with different flavors, which is pleasant to drink without sweet desserts (and without the risk of gaining extra pounds).
It was decided to make the design in light color in order to get a good highlight on the shelf among the dark competitors. The differentiation of the tastes is done using a photo illustration of the grocery area. There is a spoon-shaped window on the packaging so that you can clearly see the product. Silver stamping creates a luminous effect similar to the illustrative material on the Curtis design.
The launch of the product and brand was successful. A large collection of Teaberry fruit and herbal teas for the Russian Tea Company has long been on the shelves of supermarkets in Russia.