Design: Bobby Hill
Location: United Kingdom
Project Type: Produced
Client: Chaga Chai
Product Launch Location: Global
Packaging Contents: Iced tea, loose leaf tea and tea bags
Packaging Substrate / Materials: Glass bottle, Cardboard
Printing Process: Digital Printing
The brief was to design an identity and packaging for the exciting new start up tea company, Chaga Chai. Using chaga mushrooms, they produce bottled iced tea drinks and packaged tea for hot drinks. A brand was needed that would help set them apart and engage with their audiences. My aim was to design something that was fun and expressive, something that was different and would catch someone’s eye, whilst establishing them as a luxury brand.
Finding inspiration from brewing and infusion, I used typography to create the idea of movement and mixing of liquids, accompanied with a range of colours and different arrangements of typography to represent the different flavours the company would produce.
I think what is unique is my use of typography within the designs, it is expressive and the idea behind it is well put together. On the labels for the bottles, I used clear plastic labels and designed it so the under layers of display typography on the front face are shades of brown, similar to the drink colour, slightly hiding the text. As the customer drinks, the under layer of typography gradually becomes more visible and adds an unexpected dimension to the label.