Having already worked with Tetley on its Good Earth brand in the past, ArthurSteenHorneAdamson were asked to extend the brand into the fruit tea market and design a packaging range for their new Superfruity teas, a project that I worked on whilst a designer at the agency.
Using the previous guidelines created by ASHA for tea packaging already in the Good Earth range, I explored ways of visualising superfruits, concentrating on the blending of flavours.
Focusing on conveying the fantasy of taste, I drew illustrations and blended them with corresponding washes of colour swirls across the range.
The packs look clean and fresh and provide great shelf stand out.
They also include ‘The Good Earth Guide’, depicting ways of how the Good Earth brand is good for you, good to others and good to the planet,
as well as ‘The Good Earth Challenge’. The packs were available to buy nationwide.
The back of the packs reinforced the Good Earth tone of voice with The Good Earth Challenge - encouraging customers to be good to others, good to the planet and good to themselves.