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Holistic Design Strategy for Tea Tin

Design firm brings integrated, multidisciplinary approach, with 2D (graphics) and 3D (structure) considered holistically during the design of a gifting tin for New Zealand tea brand Ti Ora.

Ti Ora Tin 1
Last year, Ti Ora, a New Zealand-based brand of Jacobs Douwe Egberts, launched a custom tin for its range of whole-leaf teas that was painstakingly designed with a holistic design strategy in mind.

There are two components to every package design: its structure and its graphics. When the two are done in concert to align with the brand message, the results can be powerful. Last year, Ti Ora, a New Zealand-based brand of Jacobs Douwe Egberts, launched a custom tin for its range of whole-leaf teas that was painstakingly designed with this strategy in mind. 

Ti Ora, which in Maori translates to “tea of wellbeing,” is a brand “founded and grounded” in New Zealand and deeply rooted in nature. Its teas are made with natural ingredients, including hearty chunks of New Zealand botanicals and large-cut tea-leaf pieces. Given these brand attributes, the premium-positioned range is targeted at discerning consumers who value natural wellbeing and a reconnection with nature.

In 2017, not long after acquiring the brand, JDE commissioned brand design firm Turner Duckworth to create a new identity and packaging for locally-based Ti Ora for launch in Europe and China. In its early development stage, the new identity revolved around a clean, white design with bold typography and a kiwi bird character. Into the mix, JDE brought in virtual design and branding agency Brown&co to develop a custom tin for gifting that would complement the brand’s existing pouch packaging on shelf.

Read more stories on new product package design from Packaging World at:

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"Nostalgia, Modern Art, and High-Tech Coalesce in Skincare Sampler Pack"

"Wine is ‘Untouched by Light’"

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