Brooke Bond "Cupcakes" for Spring Tea Drinking
Brooke Bond is a popular tea brand, which often pleases its loyal customers with festive seasonal packaging.
Today, the Brooke Bond trademark belongs to Unilever that occupies 20% of the world tea market. Thanks to continuous quality control, the company supports the traditions of Arthur Brooke, the creator of this brand, continuing the production of natural black tea in compliance with the Brooke Bond taste standards.
Unilever has given us the task of developing the design of the gift packaging for the Brooke Bond tea for the spring of 2017. At the same time, the design had to be made universal, so that throughout the year it would remain attractive to the consumer. The client suggested that the package would be in the form of classic confectionery products — cupcakes, with sachets of tea inside.
Three types of design for cupcakes were developed — berry, fruit and gingerbread themes were used in decoration. Such variability lets the consumer to choose the most attractive version of tea and gives the packaging versions the appearance of collectible items.
Also, it was important to keep the brand’s recognizability. Therefore, within the framework of the project, we developed, in addition, a design for special on-shelf display constructions for cupcakes to be used by large retail chains. The design uses a red branded color in combination with patterns made from the objects associated with tea drinking. The base of the structures was made in the form of a tablecloth with saucers, on which cupcakes were placed. This method allowed to convey the brand character within the concept of family coziness and country-house tea-drinking under the single slogan «Give It to Your Loved Ones», accentuating the unique design of the cupcakes themselves.