Client: Mood Garden Tea, LLC Year: 2011
Services: Branding, Illustration, Package Design
Recognition: Print features include The Global Innovation Report, TUSH Magazine, Package Design Magazine, Hightone Design Book (with foreword), and Choi's Gallery Packaging Book.
Brief: Provide a remarkable tea experience for the young 20-30 year demographic of the American market that seeks a coffee alternative.
Approach: Targeting their demographic, the generated tagline developed for the mood-anchored brand was "Grow Your Mood". This phrase became the reigning mantra referred to during every point of the design process. The package design was created to give a unique tea experience worth talking about, replacing standard tear-open tea envelopes with a highly interactive package. Together a "white picket fence" ensemble is created.
The packaging emphasizes the process of discovery to capture the user's full attention. The single sleeve units make for convenient portability. Each unit holds 5 tea bags representing the work week.
Often times a user will have a relationship with the product. Very rarely does a user have a relationship with the packaging. The flowers are a visual representation of the concepts of "mood". The metaphor of mood and flower is the key to communicating the "growth" of the package.
With every cup of tea, the user delights in watching their flower grow. These nurturing actions help create a bond with their "mood" as well as the brand, making the idea of keeping the packaging post-use more likely.
Tea culture often overlays a reading demographic. These stick shapes were designed to be used as the perfect bookmark.
Watch your mood grow with each subsequent reveal.
Illustration detail.