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‘No leaf unturned’ is guiding strategy for tea pack redesign

Packaging for exotic, loose-leaf tea brand Rishi is reinvigorated, in a new reusable tin decorated with graphics that call to mind the rich and flavorful teas inside.

Pw 139550 Rishi Tea Bop Rgb

Rishi Tea, makers of a premium line of organic, hand-blended loose leaf teas with exotic origins, has revived its packaging, introducing a keepsake tin with graphics designed under the “no leaf unturned” brand story. Recently Rishi had switched to paperboard packaging for its 36 SKU line. However, with this material, the design had been muted and had lost much of its brand personality.The Rishi customer tends to be primarily female, affluent, educated, cultured, and conscious about their environmental footprint.

To redesign the packaging, Rishi enlisted the expertise of global design consultancy Elmwood. Working with Rishi management and through consumer insights, Eomwood determined that consumers devoted to loose tea coveted a tin for packaging versus paperboard.“We saw that there was an innate desire from customers to have a lovely tin that they could display in their kitchen but also that they could repurpose as a container for a variety of other things,” says Jeffrey Champeau, Brand Marketing Manager for Rishi. “The keepsake tin as packaging also signifies quality to loose tea devotees.”

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