GUT!
Premium quality tea collection
The challenge was to make strong differentiation ofstandard product in increasingly cluttered marketplace. In addition, brandshould be positioned in premium-price segment.
The main idea of a new tea brand: perfect quality dewto direct delivery from tea plantation, natural ingredients and proper recipes.We accented German character of the brand to capitalize on wide-broadstereotype of “perfect German quality”.
Brand idea found its reflection in original name GUT!and minimal graphic, which underlined naturalness and high quality of product.
Basic principle of tea label’s design is a maximum ofclear text information on a label, which helps customer to find a specific,“his own” taste and flavor of tea. We rejected a usage of imaginary romantic namesof tea sorts (such as, for example “Oriental Night” or “Lake of Stars”)and abstract pictures, because they draw customer’s attention away from his ownassociations with tea ingredients and perceived taste. So, tea labels GUT!graphically demonstrate proper recipes and help making right choice. Shortnumbers of sorts are used instead of imaginary names.
Project by Plenum
The main idea of a new tea brand: perfect quality dewto direct delivery from tea plantation, natural ingredients and proper recipes.We accented German character of the brand to capitalize on wide-broadstereotype of “perfect German quality”.
Brand idea found its reflection in original name GUT!and minimal graphic, which underlined naturalness and high quality of product.
Basic principle of tea label’s design is a maximum ofclear text information on a label, which helps customer to find a specific,“his own” taste and flavor of tea. We rejected a usage of imaginary romantic namesof tea sorts (such as, for example “Oriental Night” or “Lake of Stars”)and abstract pictures, because they draw customer’s attention away from his ownassociations with tea ingredients and perceived taste. So, tea labels GUT!graphically demonstrate proper recipes and help making right choice. Shortnumbers of sorts are used instead of imaginary names.
Project by Plenum
