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Globalisation has caused the world to become more and more standardised. This provides a new gap for brands to stand out when trying to break through stereotypes that products are connected to. This honeybush tea brand aims to create a trend, and renewed interest in tea drinking.
The motivation behind this brand is to create enthusiasm regarding tea and to create a new trend. Tea is more healthy than what most popular consumed beverages are. So to break the stereotype, and to attract more people to drink tea more regularly, could result in a slightly healthier nation.
The advertising elements consist of illustrations that have the appearance of loose pieces of paper. The illustrations depict trendy people that are consuming the tea, and are having a ‘mind blowing’ experience, not so typical for a tea drinking experience. Therefore the tag line is: “not your typical tea drinking experience”. The loose pieces of paper represents the loose leaves, and also the artistic or rather ‘crafty’ brand identity to which the consumers can connect to.
With the outlandish tea packaging design, placed next to other normal tea brands, most people will look twice to see if what they are seeing is real. The edgy and trendy person will associate with the brand and probably try it out.
The typography that are skew and placed randomly will catch the eyes of the more structured person. There are grungy and more sophisticated parts, which will charm both types of people.
The logo consists of a very edgy and aggressive handwritten font. This portrays the brand’s aim perfectly, to rebel against the norm.
The fact that the typography is applied at angles, and in other applications very close to an edge of a border, create the tension and excitement that goes with rebellion. Because the brand’s main product is the ‘loose leaves’, the bar code depicts little leaves and follows the shape of a little steam that escapes your cup when you have just poured freshly boiled water. Another connotation that those loose leaves have, is paint splatter, connecting again to the rebellious or artistic nature of our target market. In conjunction with the loose leaves, the textured background is that of leaves, not connected to a stem.
