Tesco’s US chain Fresh & Easy Neighborhood Market and the design consultancy P&W have introduced newly designed packaging for the fresh iced teas. The ready to drink range includes unsweetened tea, green tea, pomegranate white tea, sweet tea, tea with lemonade and a unique Moroccan-style mint tea.
The use of hand-crafted illustrations convey a home made feeling with the pitcher evoking sharing and summertime refreshment. A two tone color scheme and contemporary yet folksy illustrations are tailored for each tea giving each one a unique and distinct look.
Romance copy was written to convey the natural unprocessed home brewed attributes. ‘freshly brewed from tea bags the way you would at home’
According to P&W “Our design solution is bright and eye catching yet maintains a crafted and handmade feel. The nature of these products required a design that had shelf standout but looked natural and homemade at the same time. “
Christopher Durham
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