First off, I apologize if some of the images are somewhat blurry. On the class trip to Hannaford’s, I researched the design of tea packaging. What I noticed was an interesting trend in design, from logo usage to font usage. For the actual project, I will be changing the design of the Bigelow Orange & Spice herbal tea package. I feel that it is in a need of slight re branding, due to the usage of the Papyrus font, the background on the front of the package, and the amount of information on the package.
The package in question.
The color makes it stick out on the grocery shelf, but the background in the lower half of the image makes it difficult to read that the tea is caffeine free and all natural. I feel that changing this around a bit would make it legible.
The one thing I did notice in tea packaging was that besides one brand (Lipton), there are no unique packages to tea like how pasta has unique packaging. The branding conventions I noticed were that the packaging used serif fonts, the usage of “fancy” fonts, and the logo and the name of the actual brand.
The best tea packaging I noticed was the Celestial Seasonings. Very clean and smooth designs made this box appealing to the eye in my opinion. The font also looked very nice on the white background, and the color was appeasing to the eye.
Most of the teas were in the same sized boxes, which was interesting to me because of how small and compact they were on the shelves. The tea packaging industry seems to be adapting to new ideas and designs, but some stuck with the same logos due to their impact in society (Lipton again…). The material of the packaging seemed to be all recyclable and Eco-friendly, the Bigelow was made of Biodegradable materials. There seemed to be a few different printing methods on the tea boxes, including the usage of glossy paper, and the usage of embossing (especially with the herbal tea portion, it stands out strongly).
Another thing I noticed in this aisle was the coffee packaging. I felt the sleekest and nicest packaging in this aisle was the Lavazza packaging. It’s simple, the usage of black and white for the coffee mug/steam works extremely well to show positive and negative space, and the sparse amount of color makes this packaging work.
Overall the trip to Hannaford’s was useful, and I now look at packaging in a different way because of it.