The TeaCha team contacted me to help them imagine the packaging for a truly special product: a series of 5 teas imported from China, combining the millennia-old history of a multifaceted country with Western tastes. The guidelines:

• Distributed in Spar supermarkets, as “Premium,” in a medium-high price range;
• Aimed primarily at a female audience between the ages of 35 and 65+;

A daunting challenge, because when you want to impress everyone, you rarely impress anyone. The first step was to run to the supermarket and observe the other Premium products: I was struck by the enormous quantity of details, patterns, colors, and writing. What stands out amidst the chaos? Silence. Solid colors and a minimal look. The product’s preciousness needed to be highlighted: given the price range, I imagined elegant packaging, like that of a piece of jewelry or a perfume. An exclusive treat for those who desire the best from their taste experience.

Some of the elements I proposed, like the names or colors, were well received, although the team ultimately decided to develop a different product: only three tea varieties instead of five, with a design aimed at a younger, fresher audience. It was a wonderful cross-cultural collaboration.