Tea design boards

CONCEPT Yung Tea is a tea brand created for the Starpack Tea and Coffee Packaging brief.

Yung Tea is a range of unusual and experimental mixes of flavours not usually found in tea. Leaning away from traditional tea flavours as well as packaging aesthetics, Yung is aimed towards a younger audience in order to encourage younger people to drink tea. Using bright colours to represent the bold flavours the youthful feel of the brand is portrayed, and alongside the black elements and glossy labels, the element of luxury is evident.

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Starpack Tea and Coffee

Charlotte Price

RESEARCH Collating a range of primary and secondary research for this brief helped shape the direction of the project.

Collecting from a survey established the audience and its needs. From the responses gained from the survey, it was established that young people are less likely to drink tea. This identified an interesting market to tailor the range to. Also from the survey, it was also made evident that a range of experimental flavours would make a younger audience more likely to buy a luxury set.

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Looking at a range of packaging spanning not only tea but other food stuffs provided a range of ideas to experiment with. In the final design elements were taken from each packaging example and incorporated into the final packaging.

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Starpack Tea and Coffee

Charlotte Price

IDEAS The main ideas developed upon in this brief were the concept of tesselation and the use of colour within packaging.

Colour as a primary focus is a common concept within packaging design. In primary research, a range of experimental flavours was favoured as opposed to traditional flavours and colour, in particular bright colours was the direction chosen to represent this aspect of the product.

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Tesselation, inspired by Fenty Beauty’s packaging design and promotional videos, was an interesting idea to explore as the shapes involved in the patterns are shapes not usually associated with packaging design.

Sketching ideas and creating paper models in order to determine shape and size of the tins helped to determine that the idea worked in theory but the tin itself was too angular and a more regular shape tin would work better.

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Starpack Tea and Coffee

Charlotte Price

DEVELOPMENT

Incorporating pops of colour into the packaging was initially done in a bold, brash way, however upon development, using colour subtly in the label designs gave the appearance of luxury as opposed to a lower market brand. The labels have a minimalistic design, with clean sans serif text. As the labels developed the need for hierarchy within the text became clear and the use of a singular typeface in different variants tied the design together.

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YUNG tea YUNG

YUNG YUNG TEA UNG YUNG tea

Initial ideas revolving around the use of octagonal tins and tesselation within the packaging proved to be too angular. As the shape of the tins was awkward, the direction moved towards a more regular shape. The brief called for an innovative use of packaging, so using a cube but adding an outer sleee, inspired by research into existing tea packaging, made the regular shape less mundane.

Starpack Tea and Coffee

Charlotte Price

PRODUCTION The brief specifies the tins must be made from tinplate. To represent the tinplate, paper and card were used to mock up the packaging.

Constructing nets and printing the bold colours onto white card gave a solid inner tin for the base of the packaging, whereas the outer sleeve was constructed from plain black paper. Using paper instead of thicker card prevented the folds in the edges of the sleeve from fraying. The label was printed on matt paper with glossy self adhesive vinyl.

If the tin was to be constructed from tin plate, the production methods would involve coating the tinplate in colour and a matte finish.

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Starpack Tea and Coffee

Charlotte Price

EVALUATION The final packaging for Yung Tea is modern, fresh and has an air of luxury. This aesthetic fits the brief set by Starpack and meets the aims established earlier in the brief.

By using bold colours to represent the experimental flavours of the tea, the ‘tins’ have a fresh look and when coupled with the matte black of the outer sleeve, the colours pop. Incorporating more than one colour to represent the ingredients in teh flavours of tea, the packaging represented the contents and concept well.

Using a glossy label against the matt finish of the tin and sleeve, the finished product has an air of luxury, and the contrast of finishes between the tin and label sets off the simplistic type and coloured elements.

If the tins were to be produced, the main material used to create the packaging would be tinplate. In leiu of this material, paper and card were used to create the models. The inner ‘tins’, made of thicker card were sturdy and kept their shape, however the outer sleeve buckled slightly due to the thinner nature of the paper.

This issue could have been rectified by creating sleeves from black card but the nature of the card means that it frays and tears along folds.

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Starpack Tea and Coffee

Charlotte Price