Walmart’s UK arm Asda has brewed up a colorful redesign for Asda line of private brand tea, designed by agency Hornall Anderson. The range launches this month and includes black, specialty, green, fruit and herbal teas. The revamped packaging brings the design into line with current trends in the tea sector.
Understanding the customer New packaging for black tea features a simple graphic woodcut illustration with bright pops of color, helping the products to stand out on the shelf. The bag count is clearly placed in a quirky cup illustration in a consistent place on pack, to make this easy for the customer to see. The leaf icon displayed represents freshness, which is important to the customer. Asda specialty teas The designs for specialty tea, such as Assam and Ceylon, used beautiful, rich and sumptuous colors with specially created illustrations, highlighting the heritage cues and provenance of the tea. The green, fruit and herbal tea packaging resonates with more health conscious customers. Packaging pops with flavor cues and feels modern. Hand painted illustrations and crafted hand drawn serif type, together with colored panels, help with differentiation.