Tea with personality

A pithy and memorable brand character has been developed for Tchibo brand Pure Tea Selection.

LISTEN

A new brand identity was to be developed for Pure Tea Selection, a Tchibo Coffee Service brand only available in restaurants, hotels, bakeries, cafés and companies. Pure Tea Selection has successfully established itself in the out-of-home market since 2007. However, there was a lack of modern repositioning and a contemporary brand story that can be emotionally anchored with B2B and B2C customers.

UNDERSTAND

HAJOK Design won the pitch with a brand story to make Pure Tea Selection more attractive and to enhance the consumer experience at different brand touchpoints. HAJOK Design realised pure packaging design for the existing portfolio, new variants and teapot formats as well as developing ideas for activating the brand story. In addition, the agency was also commissioned with the design of a completely new wellness range that visually fits the portfolio while having an independent identity. 

CREATE

"Treat yourself to a break and discover the true beauty in the little things in life", this guiding principle stands for the brand character developed by the agency and establishes Pure Tea Selection as the perfect companion in everyday life. The copy on the tea sachets reflects this guiding principle and thus activates the brand story in an emotional way. The circle around the individual ingredients of the tea variety is the focus of the packaging design. All illustrations for this design element were created in-house at HAJOK. The revised logo is more emotional, with two small tea-leaves hovering close to the lettering. The coloured banderole ensures differentiation for each variant and reinforces the clear structure. The modern and approachable design inspires you to let go and have a relaxed moment of enjoyment far away from everyday routine!

FACTS & FIGURES

  • Relaunch design for 12 SKUs
  • Launch design for 15 SKUs
  • Brand consulting
  • Brand story development
  • Packaging design drinks
  • Logo development
  • In-house illustrations
  • Image film

A great effect

Thanks to the revised lettering and the offset tea leaves, the logo appears more modern, more compact and well-structured for greater brand presence.

A relaxed look

The wellness tea range perfectly fits into the portfolio with the circle as a key visual, but maintains its individuality thanks to the special colour gradient and the light background.

Good story

In addition to the tea varieties, HAJOK also developed the packaging design for the two iced teas. The charming texts on the tea sachets reflect the brand story.

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