Teekanne Green Tea packaging relaunch
| Fact |
Value |
| Contact |
Hamburg |
| Client |
Teekanne |
| Project |
Green Tea packaging relaunch |
| Industry |
Consumer Goods |
| Timeline |
11 Months
Mar 05 - Feb 06 |
| Services |
Brand Idea
Packaging Design
Brand Architecture
Brand Guidelines
Competitive Analysis
Brand Positioning
|
| Team size |
5 The Brand Union
1 Client |
Teekanne is a traditional brand and therefore very well-known amongst consumers. In order to stand out from the ever-increasing variety of teas on offer, Teekanne brought in The Brand Union to relaunch its entire portfolio. We relaunched the brand between 2003 and 2006 and also launched numerous new products, such as "White Tea" or "Modern Classics". Over the past five years, we've designed over 50 Teekanne products, including the Green Tea range we are focusing on here.
We were tasked with giving the wide variety of Green Tea a more independent character as a fine tea speciality, enabling it to position itself as an unique range alongside the large portfolio of black, white and rooibos teas.
Independent & modern
The focus was on highlighting the special characteristics of Green Tea. We united the refreshingly fine tangy taste and healthy ingredients in a modern design, while still managing to differentiate the various kinds of tea – "pure" and other flavours with a slight hint of fruit.
Fresh & tasty
All five varieties of Green Tea now have a modern design, with a blend of green shades creating a natural, fresh and tasty look. This is underpinned by the photorealistic illustration of the tea plant in the foreground and the additional array of colour for each flavour. Instead of using a traditional teapot, we chose a typical tea bowl of Green Tea as a modern design element to whet people's appetite.
The appetisingly fresh Green Teas are now presented as an independent range. Following very positive market research results, Teekanne is now expecting an equally positive response from German retailers.
