Talcha

"The graphic language, together with the blends of teas, resulted in a striking sensory experience that was capable of transporting the consumer to a special environment, showing why this is the second most consumed drink worldwide. Besides its primary function, the packing also acts as a unique, elegant option to present as a gift, attracting an up-to-date, and trend-setting public. The success of the brand was beyond expectations and the sales revenue was three times better than any predictions."

Country: Brazil

Design Agency: A10 Design

Challenge:

"To arouse the curiosity and attract the Brazilian public to the world of tea - a drink that is not part of the culture of this country."

Solution:

"To stimulate interest in this market, which is largely undeveloped in this country, A10 explored vibrant colors (each color relates to a family of teas) and elements from the diverse world of this drink.

A10 created packaging that stimulates the five senses, as well as building a verbal identity that generates curiosity and also informs. From the packaging format to the history of tea, the consumer is totally steeped in the atmosphere, culture and benefits of the drink. This brand identity is used in various materials, including gift packaging, taster packaging, booklet, invitations, store, bags and other points of contact of the brand that generate a unique experience with the world of tea in Brazilian culture."

Result:

"The graphic language, together with the blends of teas, resulted in a striking sensory experience that was capable of transporting the consumer to a special environment, showing why this is the second most consumed drink worldwide.

Besides its primary function, the packaging also acts as a unique, elegant option to present as a gift, attracting an up-to-date and trend-setting public."

Comments

[Yael Miller]

For some reason, I initially thought I was looking at a woman's personal care product. I can't exactly put my finger on why. Am I alone in this? It is an attractive and atypical design for a tea range, though.

[Ckosre]

I m also not sure about this one...

[Paul Lavender]

Could it be the line drawing of underpants which makes it look like a womens special product

[Sir William Wesley]

Actually, I thought the same... sorta. The teacup icon looks kinda like whitey-tighties, and the side graphic definitely looks a bit gyno.

[Ben]

Completely agree with Yael, it IS a nice design although the main shape is quite odd, and the 'teacup' reminds me subliminally of underwear, hence the women's care product, I think...

[Paul Lavender]

Now I can just see underpants and a flaming womens bit...I dont see tea....It would make a great panty liner pack

[Roni]

In addition to the panty-like graphic, the color pallet is also similar to the new packaging line for feminine products by Kotex:
http://www.thedieline.com/blog/2010/5/6/u-by-kotex.html

[Will Jones]

Feminine pads anyone?
No wonder why tea is not part of the Brazillian culture...

[Soraya]

Love the colors and the lines!

[Fernanda]

São atraentes e surpreendentes, tratando-se de embalagens de chá.