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Tetley Live Teas
By : Shikatani Lacroix Design
GRANDS PRIX DU DESIGN – 16th edition
Discipline : Communication & Branding
Categories : Communication Design / Packaging : Silver Certification
Tea is one of Canada’s most popular beverages, and the Canadian tea market is expected to be worth 1.7 billion by 2025. Tetley has long been one of Canada’s most popular and trusted tea brands, revered by millions as a premium producer of high-quality tea. Although Tetley has a strong presence in regular flavored teas, the herbal tea market is rapidly expanding, and Tetley needed a new design for their brand-new herbal tea line. SLD was tasked with developing design concepts for a new line of teas that differentiated itself from existing Tetley SKUs while still conveying the Tetley brand experience.
The new designs aimed to add some fun while also disrupting the existing herbal tea category. Market research and brand strategy were heavily involved in the design process, as was a collaboration with Tetley’s brand management team to ensure a cohesive design that meets the needs of both the brand and the consumer. With a plethora of herbal tea competitors and other Tetley offerings on the market, the design had to stand out with a modern yet commanding architecture and straightforward shelf presence. This was accomplished with the final design, while still retaining Tetley Canada’s credibility and reputation within the design.
The design approach was to give each of the three new flavors its personality, clearly distinguishing them by flavor and what they offer the customer. Each canister tells its own story through vibrant, enticing visuals that pique consumers’ interest and imagination, effectively reflecting the product’s positioning as an expressive branch of Tetley’s tea lineup. Because of the limited space on each canister, each design had to be impactful and bold in its use of color and imagery while still leaving room for the Tetley brand elements. For the new lineup, modern typography was used, which was customized and supported by a variety of fonts that reflected the personality of the teas. This type was combined with a variety of colors and backgrounds to create a modern and on-trend design that is also relevant to the consumer. The new designs are more distinctive, have more personality and attitude, and elicit a stronger rallying cry than what was previously available in the herbal tea market.
