Dutch supermarket chain
Albert Heijn asked us to develop the design for its new, accessible line of organic teas. It was up to us to surprise and engage consumers with a distinctive story in a competitive market.
Our starting point was the tea itself – its taste, ingredients, aroma and colour, context of use, origins. Each tea told its own story and became a fairy tale character. Fact and fantasy merged to create various types: Blue Nightingale, Golden Tiger, Green Dragon and Red Antelope.
We translated this narrative concept into a packaging design reminiscent of traditional fairy tale books. A beautifully designed cover with intriguing lettering and illustrations. The inside tells a story, with relatable themes like relaxation, respect, adaptability, love and trust.
Private label design
"A fine piece of design indeed. Exactly what I like to see. Tea is a typical example of a product where people like to switch and be inspired. Packaging as an extension of your personality."
Director Design AH
Daily newspaper Trouw, October 2019