Usurping traditional design codes for tea and coffee products

Traditional packaging is changing, with companies striving to present a premium brand that consumers can trust. Some brands are steering away from typical ‘design codes’, however, in order to stand out from the crowd.

Dan Bernstein, creative partner for design agency &Smith, explains the notion behind the brand’s move away from such traditionalism.

“Tea packaging is often quite busy, with every bit of space utilised for copy, photography, or illustrations.”

In contrast, Offblak’s design is more pared down, with a pastel palette to emphasise this ‘fresh and exciting’ visual identity. The packaging also moves away from the use of brown board, something that Bernstein mentions they wanted to break away from.

“The choice of palette was less about the specific colours, but rather the way the block coloured backgrounds allow the iconic illustrations and typography to stand out, making a stronger impact.”

There is also a practical element to the design, whereby the product can be home delivered to consumers.

Offblak countered this into the pre-release stage, founder Dmitry Klochkov said: “We designed the pack to be slim so that it can go through a letterbox. Our consumers are busy with life and work and they cannot be in all the time when there is parcel delivery. So we offer a smooth delivery. You don’t need to be in to receive a box of Offblak tea.”

Klochkov noted that their consumer base is mainly young millennials, who are ‘conscious of brand aesthetics’.

“They are digital natives and live on social media.

“They go for a brand not only because of great products but because of the brand values.

“Our consumers surely value the high quality of ingredients and the amazing flavour of our teas, but they also want the brand to speak their language and be able to complement their healthy lifestyle without any compromise on taste or excitement.

“We believe that talking to the right audience is the most crucial. In fact, we might be the first tea company that identified the existence of younger consumers as core tea drinkers.”