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Home » Case Studies » Tea Hut (exporter of premium Darjeeling tea) |
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 Tea Hut (exporter of premium Darjeeling tea) : Packaging
Needs:
The client, Tea Hut, is a planter. In Darjeeling district of West Bengal, they have excellent
gardens, which still remain foggy throughout the year. This is a major reason for which they can
produce premium tealeaves. Earlier, they were in bulk business only and now the younger generation
wants to shift in the retail market with Premium Darjeeling tea, like White tea, Autumn Flush or
Oolong, as the offering. Target market sector for this specific project was the USA.
The client needed to go for a strong branding. |
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Challenges:
Tea is not a very popular drink in USA. The emotional attachment with the product is almost unknown
to the target audience. At the same time, a lot of bad quality tea is merchandized with "Darjeeling"
label in the target zone. And this brand would be a new face in the crowd. The customer needs
to understand the specific values of this brand from the packaging itself. |
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Solutions:
Masterpiece, Passion for drinking and Tradition - these three nodes were considered primarily
while making the design of Moulin Rouge and were conveyed in the whole pattern of packaging. We
chose a famous painter as the brand ambassador. A brief biography of Toulouse Lautrec and his
association with the Paris nightclubs was depicted on the caddy with a replica of one of his
masterpieces. The comments on the particular painting by several critics were printed on the
caddy with a brief description of the nightclub 'Moulin Rouge'. The whole package containing
White Tea was ideal for a connoisseur.
Immediately after the launch of Moulin Rouge, we had to design 3 more caddies.
Rati was for Oolong tea and had an Indian mythological story of Shiva on the pack. Kangra was
based on Indian hospitality and Jamaican Farewell was made with typical calypso mood.
Click on the thumbnails on left for larger view |
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