As an obsessed tea drinker myself I thought it was about time I do a post of the 2009 Clipper tea redesign. This indecisive company has been through several packaging designs to get to the point it is at now, and thanks to the artistic talents of 'Big fish' design agency, Clipper have received positive feedback about their rebrand. As fresh, organic and inviting as the packaging looks, I as the customer have had problems in identifying each different tea flavour. I'm pretty sure I am not the only one who has rushed into sainsbury's on an emergency tea dash and immediately assumed that as all of the boxes (from the front) appear the same due to the dominant grey background and so picked up the first one. Then get home and realise I have purchased fowl tasting green tea rather than peppermint. Devastating.
Design needs to be both practical and aesthetically pleasing and although Clipper have a huge big tick in one box I think the design could be made to distinguish each type much more obviously. That said, I love the imagery and style they have used and the 'cut-out' hand crafted feel the box has. They presented the organic nature of the product very well and made it a younger and more fashionable brand.
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