The group has created the identity and packaging, including logotype and copy for the specialist tea, which is imported and distributed in the UK by Only Natural Products.
Through the use of bold colours and a simple, expressive typeface, the packaging is designed to convey a brand that is contemporary and quirky, while also reflecting South Africa’s cultural heritage.
Pearlfisher designer, Natalie Chung says that the success of the design is rooted in its simplicity. ‘This is a simple but beautiful piece of design that has enormous shelf standout. We wanted to capture the magic and energy of South Africa and this fresh, youthful design perfectly fits the bill.”
The tea has already been launched in health food stores across the UK and is expected to appear in Selfridges and major supermarkets over the next few months.
http://www.designweek.co.uk/Articles/135283/Rooibos+picks+a+fresh+identity.html
As soon as I saw the packaging for this tea it was clear straight away its African origins and it's natural/organic properties. The redesign of the packaging and brand have managed to create a sense of exactly what the product has to offer. The choice to have its own individual typeface that is chunky, bold and very aboriginal in its appearance makes it different from other similar products but it would not look out of place in its expected selling points in health food stores and Selfridges.
1 comment:
This is a great example of a designer bringing a breathe of fresh air to something mundane and everyday. Not only has it created a striking visual for the brand and something that will distinguish itself from competitors on the shelf, but it is appealing and desirable.
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