client /
Richard Tea
JOB /
An elegant and understated line for the Travel Retail channel, typically aimed at impulse purchases for gifting. The goal was to create refined charm that captures attention, stimulates and ignites emotion while satisfying the sense of self-gratification for a gift of value.
the brief:
May Foods is a multi-country operating company, with more than 2000 employees, focusing in hot beverages, namely tea and coffee. The company produces and markets 4 tea brands (RICHARD, Curtis, Mayskiy, Lisma) and 1 coffee brand (Coffesso). The brands are represented in more than 25 countries nowadays. Richard is the flagship brand of May Foods for international markets based on traditional English tea culture values.The strong portfolio of premium gift tea packaging needs a continuos production of new ideas, new concepts, in order to keep alive. The creative study will develop a new line for the Duty Free market.
strategy:
for this solution we started from the refined and elegant style of the brand language working on a tin packaging with classic features. On this basis we have created three different patterns that imaginatively interpret the atmosphere of the different varieties of tea. The final goal achieved is that of a very solid and compact range capable at the same time of expressing the multiplicity of tastes within it.
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