Morning, afternoon, or night, NICHE is tea you’re definitely going to want to share. The bold, colorful packaging from IWANT is trendy and eye-catching, giving tea time a totally new look. We spoke with John Gilsenan at IWANT about designing something share-worthy, staying on task, and mixing patterns.
IWANT: There was a lot discussion with the client throughout the project about the positioning of the product, who was it talking to, what stores do we want to see it in, etc. We spent a lot of time walking around different types of store looking at tea and products we felt Niche should be aligned with. We also looked at boutique and concept stores that didn’t, or wouldn’t usually, stock a tea range, and started to think about it as a lifestyle product that we would be happy to take to this kind of store and be confident they would at least consider stocking it. So when thinking about the design we wanted something with immediate visual impact that would make browsers stop to pick it up, we wanted it to be exciting and unique in it’s market. We always agreed we wanted bold abstract patterns that would demand attention.
IWANT: We wanted people to take notice—this intentionally isn’t a supermarket product, so to achieve volume sales we needed the net to be cast wide, we needed the product to be visible to as many possible consumers and stockists as possible as quickly as possible to give the product some traction. The design, the packaging, the photography were all geared to have a big visual impact, to be blog-able and share worthy. So far this is working above expectation.
