Boxer Brand Design unveiled its packaging design for Serenitea Tea House’s custom tea blend. To clearly differentiate Serenitea from the dark hues and bold graphics associated with coffee houses, Boxer chose a fresh green color palette and delicate typography, placed on an iconic tea tin to reflect in look and feel its brand promise: “Tea House for Everyday Escape.”
This new packaging design is a result of a brand overhaul for Serenitea, a fledgling tea café in a historic village in the Chicago suburbs, which had been struggling to find a brand voice amid a coffee house culture.
With its Tea House for Everyday Escape positioning, Boxer was able to evolve impressions of tea being a fussy, time-consuming affair to the realization that tea is ultimately a wonderfully approachable way to relax.
The packaging was part of a larger retail brand identity program from Boxer, including a logo, environment, menu, hang tags and business systems.
This rebrand’s custom tea blend packaging allows customers to bring the tea house experience, as well as its sense of “Serenitea,” home. It sold out within weeks of its launch.
Boxer is a Global Brand Design Agency, specializing in holistic brand strategy, brand storytelling, brand design, packaging design, retail design, and the creation of inspirational design systems that enable global and local brand guardianship. By creating “Design that works”, Boxer’s vision is to be the favored Brand Design partner to some of the world’s most exciting and ambitious brands. Boxer has offices in Chicago USA and Birmingham UK and is privately held as part of the HAVI group. For more information about Boxer follow @Boxertweets on Twitter or visit http://www.boxerbranddesign.com/.
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