Packaging relaunch for Pure Tea Selection. The Hamburg agency Hajok Design has developed a new brand identity for the Tchibo Coffee Service brand.
In addition to its own coffee brands, Pure Tea Selection is also part of the Tchibo Coffee Service (TCS) portfolio. The products are sold exclusively in restaurants, hotels, bakeries, cafés and companies. The aim of the relaunch was to make the Pure Tea Selection emotionally charged and whet the appetite for a relaxed moment of indulgence. In addition to the packaging design for the existing portfolio and new flavours, a brand story was created.
Pure Tea Selection as an enjoyable everyday companion
„Take a break and discover the true beauty in the little things in life. This is the guiding principle of the new brand story. And it will played across the entire packaging design. From the new emotional logo to the illustrations and the sachets. They use charming questions to remind consumers of the little moments that make our lives so valuable,“ explains Peggy Ruge, Senior Consultant Strategy at Hajok Design.
The ingredients of each variety were selected in-house illustrated. They are the focus of the new look. The coloured band is intended to differentiate between the varieties and underline the clear structure. Pure Tea Selection thus positions itself as an enjoyable everyday companion on the tea market.
[infotext icon]Founded in 1997 by designer Klaus P. Hajok, the company is one of Germany's leading brand and design agencies. With a focus on FMCG, Hajok Design serves national and international clients from the food, pet food, beverage, consumer & personal care, household and healthcare sectors. [/infotext]Source: HAJOK Design
