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Premium tea capsule brand gets disruptive redesign

Nestlé’s SPECIAL.T tea capsule system relaunches with a new package design that improves brand recognition and shelf presence.

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Nestlé’s premium tea capsule system, SPECIAL.T, has relaunched with an iconic and disruptive new design by B&B studio.The design takes inspiration from the enchanting SPECIAL.T world, originally created for online and advertising channels, and communicates it through the new packaging.

B&B studio was tasked with creating a new look for the brand’s capsules and the machine packaging to deliver SPECIAL.T tea expertise direct to the consumer with just the touch of a button.

Distilling a brand
Taking the cues from the expansive world created to support the brand online and on advertising channels, each capsule pack features a distillation of the individual tea’s assets to express the flavor and benefit of each drink. According to B&B, the range is now cohesive, even though each tea has its own personality.

Images range from a tiger wearing a turban on the Earl Grey pack, to a flamingo-grapefruit hybrid for the Pink Pamplemousse infusion. The otherworldly imagery dramatizes the concept behind each tea variant, enhances tea expertise and values, and offers clear differentiation within an extensive range.

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