With leaves sourced from a single garden in Tetulia, Bangladesh, Teatulia’s garden-to-cup teas are hand-picked and never blended with leaves from other sources. A social enterprise designed to create jobs in a remote region of Bangladesh, Teatulia has transformed 3,000 acres of barren land into an organic tea garden, rejuvenating the land for future generations.
In the U.K. market most tea brands are blends that bring together leaves from multiple gardens. Without a strong sense of origin, visual design codes often lean toward more generic references such as floral patterns.
Combined with traditional perceptions of tea as a patriotic drink signifying temperance and domesticity, these generic visuals are usually supported by a gentle, passive brand language.
Drawing on Teatulia’s strong heritage and unusual market position as a single-source tea garden, Here Design developed a bold, disruptive identity rooted in a sense of place and conveying depth of flavor to help the tea stand out from competitive brands.
The on-pack design is infused with Bangladeshi culture; inspired by graphic designer Satyajit Ray. It incorporates the lush colors of the tea garden and Bengali script. Each variant is emblazoned with its beginning letter, moving away from a category focus on the health benefits of tea and instead concentrating on taste.
All other copy on the packaging has been stripped back, with geometric patterns in bold, vivid colors taking center stage. Here Design found inspiration for these jewel-like colors in the clothing of local Bangladeshi women working in the tea garden, standing out against a sea of green foliage.
Teatulia’s Ahsan Akbar says, “In Bangladesh, tea is seen as a social event, an occasion for laughter and debate. These brilliant and stylish new designs draw ingeniously on Bangladeshi culture to create teas that will stand out wherever they are seen, whether on the shelf at home or in our flagship store.”
The Teatulia range is now available at the flagship store in London’s Covent Garden.
Source: Packaging World - Packaging news, trends & innovations