DISCOVER

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.

THINK

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.

 

IMAGINE

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. 

Expertise

DESIGN CONCEPTING
PACKAGING DESIGN
Private label design
Design realisation
illustration
copywriting

 

TURN OUT

"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."

Jeroen Provoost,
Director Design AH
Daily newspaper Trouw, October 2019