Tetley Canada tapped Toronto design agency AmoebaCorp to redesign its cold tea packaging.
The new design uses solid bars of colour at the bottom of its label to differentiate flavours. The tea leaf graphics have been downplayed and the overall look has been brightened.
The redesign coincides with the launch of a “infused liquid” product that is sold in sachets and added to water.
“When they began efforts to launch their sachet format in early 2008, they realized there was a bigger opportunity to play to their key brand strength that they’d not really taken advantage of—real tea from an authentic tea-maker,” said Katherine Houghton, managing director at Amoeba.
“We were really excited about the challenge of showcasing the product in a more visible and honest way,” said Mike Kelar, partner and co-creative director at Amoeba, in a statement. “Increasing the product’s shelf presence and conveying ‘natural,’ one of the brand’s core attributes, was our key driver in creating a clean, modern, but approachable design.”
Amoeba is partnered with John St., the Toronto agency that oversees the product’s advertising account.
The packaging hit the shelves in mid April for the Green Tea, Green Tea with Pomegranate, White Tea with Blueberry and Classic Tea with Mediterranean Lemon flavours.
Tetley originally launched its cold tea product line in 2007.
