Swedish design agency, Silver, was tasked with re-designing ICA's private label tea brand. The existing design was perceived as pale, dated and failing to stand out on the shelf. Silver's aim was to appeal to consumer's emotions by tailoring the design to its target group, while also adding new flavors.
Concept Director: Jacob Bergström
Art Director: Malin Mortensen
Production Manager: Ida Stagles
Production Designer: Monica Holm