ASSIGNMENT
Healtheries was the first brand in green and herbal tea in New Zealand. The new packaging design for Healtheries tea was designed to re-establish Healtheries leadership in the green and herbal tea category by injecting a sense of modernity, style and pleasure to the range. The aim of the other elements of the campaign was simply to showcase the new design.
APPROACH
As non-black teas have become more mainstream and new competitors entered the market, Healtheries was getting lost amongst the clutter. As well as reinforcing health credentials, the new design needed to inject a sense of modernity, style and pleasure to the range overall. We needed a design that created a strong family feel but also allowed different parts of the range — green, chai and fruit and herbal teas — to have their own specific identities.
THE BIG IDEA
We elected to keep it very simple by bringing to life the key elements of the design — exquisite photography of key ingredients and the Fedra Display typeface — and using these to reinforce the sensual pleasure of drinking a cup of Healtheries tea.
RESULTS
The redesign was integral to the re-launch of the “face of Healtheries.” The Healtheries Tea portfolio has recently achieved five solid months of share gains (first time in three years), and is in great shape to carry on this growth given the next round of innovative Kiwi-themed products showcased in the new design.