STICKY CHAI
AROMATIC NUANCES
Brief:
Label design for Bluebird Tea’s new product; Sticky Chai - a herbal infusion of chai spices, tea and honey.
Communication Challenge:
The product is an exciting amalgamation of all its aromatic ingredients. With its origins from South Asia, we made sure that we did not use any overtly obvious visuals (ie, a decorated elephant). What we really wanted to communicate to the potential consumers was the vibrancy of its flavours and nuances of its origins.
Solution:
The final product was a resealable preserve jar with the wrap-around label (displayed below). The colour palette is a combination of Bluebird Tea’s signature blue and the vibrant and earthy tones associated with natural dyes used in Indian textiles. The repeat pattern is a subtle representation of the product’s key ingredients: cloves, star anise, Assam tea leaves and cardamom pods. As a result the product is punchy and eye-catching without being culturally insensitive. It is also one of the company’s best sellers.
