graphic design - tea packaging
DESCRIPTION
Created by Ben Raynes s2911240 Assignment 3: Tea Packaging Tutorial: Monday 10am - 11:50am Semester 2 - 2014TRANSCRIPT
Graphic Design Tea Packaging
by
Ben Raynes
blackmagicLoose leaf tea in a bag
blackmagic
The use of a bird perched upon a tea cup reinforces the magical and spiritual associationsof the black magic brand name. The mystical, swirling foliage and frondsgently wafting from the cup of tea hint at the complex aromas and �avoursthat the potential purchaser may experience.The branding is strong, distinctive and bold. It conjuressupernatural themes, and the design embodies this witha predominantly dark atmosphere and contrasting whitehighlights. This feeling is further enhanced with the useof silhouette and outline, rather than intricacies andornate details.
Design Rationale
Early Conceptsblackmagic
Full-bodied and strong
black magic
black magic Full-bodied and strong
50 pack
Packaging Netblackmagic
The carton is based on a simple rectangular form with an easy to open lid on the top.Keeping the carton design straightforward was important as it had to complementthe vision that I initially had of the graphic design.While a complex carton layout can be appealing as it could create interest in theproduct, it would not make sense to have overly intricate and detailed packagingcoupled with a minimalist and clean graphic design.
blackmagicLoose leaf tea in a bag
Sleep|Tight] 50|Pack
STAY|BRIGHT] 50|Pack
STArt|RIGHT] 50|Pack
Flavour Rangeblackmagic
black magic comes in three �avours:
START RIGHT (morning)
STAY BRIGHT (afternoon)and
SLEEP TIGHT (evening).
Each �avour is represented by a unique colour that wraps itself around the cartonand frames the elements. This strip, in combination with other highlights of colourin the tea cup image and subtitle ribbon, is a simple and immediate method ofdistinguishing �avours as the burst of colour is a strong contrast to the dominantblack and white.
2 112345 678900
STAY|B
RIGHT]
STAY|BRIGHT]
STAY|BRIGHT] 50|Pack
50|P
ack
Loose
leaf te
a in a b
ag
Loose leaf tea in a bag
As the afternoon drags and your energy fades, take a moment to refocus and inject a bit of spark into your lull. This medium bodied blend has a light finish and a dose of dazzle that will see you through to clock-off time.
Store in a cool, dry place. Packed in Australia from imported ingredients by Black Magic Tea Pty Ltd, Cnr Casua & Rina Court, Varsity Lakes, QLD 4227, Australia.
BREW:1 teaspoon per 200mls. Brew 2 - 4 minutes at 100 degrees Celcius.
SERVE:Hot.
ENJOY:With milk if desired.
CONTAINS:Black tea.
Phone 1300 BMTEA | www.blackmagictea.com.au
blackm
agic
blackmagic
blackmagic
2 112345 678900
Sleep|T
ight]
Sleep|Tight]
Sleep|Tight] 50|Pack
50|P
ack
Loose
leaf te
a in a b
ag
Loose leaf tea in a bag
Hard day? Unwind and loosen up with this soft blend of black tea that begs for feet up, work down. This pale coppery brew with its lingering floral notes will gently transport you from goodbye day to hello night.
Store in a cool, dry place. Packed in Australia from imported ingredients by Black Magic Tea Pty Ltd, Cnr Casua & Rina Court, Varsity Lakes, QLD 4227, Australia.
BREW:1 teaspoon per 200mls. Brew 2 - 4 minutes at 100 degrees Celcius.
SERVE:Hot.
ENJOY:With milk if desired.
CONTAINS:Black tea and green tea.
Phone 1300 BMTEA | www.blackmagictea.com.au
blackm
agicblackmagic
blackmagic
2 112345 678900
STArt|R
IGHT]
STArt|RIGHT]
STArt|RIGHT] 50|Pack
50|P
ack
Loose
leaf te
a in a b
ag
Loose leaf tea in a bag
When morning breaks and you need to shimmy shake, this day-dawning drop is just what’s needed for a perky preliminary to a busy day. A tasty wake-up call that you will be happy to welcome every day.
Store in a cool, dry place. Packed in Australia from imported ingredients by Black Magic Tea Pty Ltd, Cnr Casua & Rina Court, Varsity Lakes, QLD 4227, Australia.
BREW:1 teaspoon per 200mls. Brew 2 - 4 minutes at 100 degrees Celcius.
SERVE:Hot.
ENJOY:With milk if desired.
CONTAINS:Black tea.
Phone 1300 BMTEA | www.blackmagictea.com.au
blackm
agic
blackmagic
blackmagic
Net Designblackmagic
The design is clean, minimal and contemporary. The base colours of the packaging areblack and white. This conforms to both the literal text of the brand name, as well as theimagery that it creates. The imagery itself is somewhat mysterious, almost gothic in theme.This is a clear rejection of the usual tea packaging norm, which is typically assumed to beformal, elegant and dainty. Tea packaging is generally a collection of decorative and ornatedesigns re�ecting a delicate ‘high tea’ a�air. black magic however distances itself fromthe typical tea packaging image of a royal tea party with its sharp layout and dark theme,which makes it instantly recognisable and memorable.Instead of decorative ornamental details, which would clutter the layout, �at shapes andclean lines allow the packaging to be understood and interpreted easily. The fonts have beenchosen for maximum visual impact and readability. I’ve also designed the carton with ease ofmerchandising in mind, as the main face has both a portrait and landscape orientation.
Sleep|Tight]
Hard day? Unwind and loosen up with this soft blend of black tea that begs for feet up, work down. This pale coppery brew with its lingering floral notes will gently transport you from goodbye day to hello night.
Store in a cool, dry place. Packed in Australia from imported ingredients by Black Magic Tea Pty Ltd, Cnr Casua & Rina Court, Varsity Lakes, QLD 4227, Australia.
BREW:1 teaspoon per 200mls. Brew 2 - 4 minutes at 100 degrees Celcius.
SERVE:Hot.
ENJOY:With milk if desired.
CONTAINS:Black tea and green tea.
Phone 1300 BMTEA | www.blackmagictea.com.au
blackmagicSTAY|BRIGHT]
As the afternoon drags and your energy fades, take a moment to refocus and inject a bit of spark into your lull. This medium bodied blend has a light finish and a dose of dazzle that will see you through to clock-off time.
Store in a cool, dry place. Packed in Australia from imported ingredients by Black Magic Tea Pty Ltd, Cnr Casua & Rina Court, Varsity Lakes, QLD 4227, Australia.
BREW:1 teaspoon per 200mls. Brew 2 - 4 minutes at 100 degrees Celcius.
SERVE:Hot.
ENJOY:With milk if desired.
CONTAINS:Black tea.
Phone 1300 BMTEA | www.blackmagictea.com.au
blackmagicSTArt|RIGHT]
When morning breaks and you need to shimmy shake, this day-dawning drop is just what’s needed for a perky preliminary to a busy day. A tasty wake-up call that you will be happy to welcome every day.
Store in a cool, dry place. Packed in Australia from imported ingredients by Black Magic Tea Pty Ltd, Cnr Casua & Rina Court, Varsity Lakes, QLD 4227, Australia.
BREW:1 teaspoon per 200mls. Brew 2 - 4 minutes at 100 degrees Celcius.
SERVE:Hot.
ENJOY:With milk if desired.
CONTAINS:Black tea.
Phone 1300 BMTEA | www.blackmagictea.com.au
blackmagic
Info Panelsblackmagic
Each individual �avour has its own description on the side of the packaging,giving the reader a quick snapshot of the potential experience each �avourwill provide.The description, as well as the other points that follow, are worded simplyenough for anyone to understand. The white sans-serif text on a blackbackground (or vice versa) enables the product information to be conveyedquickly and deciphered immediately.
Product Shotsblackmagic
