Williamson Tea Elephant Caddies Packaging by Springetts Brand Design Consultants

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DESIGN DETAILS
DESIGN NAME:
Williamson Tea Elephant Caddies

PRIMARY FUNCTION:
Packaging

INSPIRATION:
The original brief was to take the existing elephant caddy and produce a single design for Christmas. This would be sold as a gift and so had to be visually appealing and attractive enough to be retained for reuse (and display) after the contents were used. Given the elephant is a key part of the Williamson Tea brand, it was vital that the caddy was kept as the shape of an elephant. The outer sleeve had to fit within the brand visual identity and communicate the tea variety and number of teabags whilst showing off the caddy as much as possible.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
We developed a range of gift caddies to take the Williamson Tea brand elephant and transform it into a unique three dimensional icon. The distinctive shape has strong on-shelf presence and powerfully links the caddy with the brand logo (an elephant). The range of elephant caddies, each with different graphics and characters, allows the brand to appeal to a wider audience and for the caddies to become collectible. The silver sleeve helps communicate the premium nature of the brand and also gives on-shelf standout.

OPERATION / FLOW / INTERACTION:
It was key to the new design that the caddies had to have strong visual appeal to encourage consumers to buy them and when they were empty to re-use and display them.

PROJECT DURATION AND LOCATION:
The project is on-going with new elephant characters being added on a regular basis.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The caddies are metal with a cardboard sleeve.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The caddies take 40 teabags (100g).

TAGS:
Limited edition, tea, redesign, collectible, elephant, packaging

RESEARCH ABSTRACT:
-

CHALLENGE:
The caddies were designed to achieve improved sales for Williamson Tea and be attractive enough for consumers to want to collect, keep and display them.

ADDED DATE:
2014-06-26 03:39:03

TEAM MEMBERS (1) :
Design Director: Sue Bicknell

IMAGE CREDITS:
Springetts Brand Design Consultants, 2014.

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CLIENT/STUDIO/BRAND DETAILS
NAME:
Williamson Fine Teas Limited

PROFILE:
Williamson Tea is a family owned business with over 140 years' experience in growing, selecting and blending fine tea. All of their teas are grown on their farms in Kenya which means they can control quality from plant to the cup. All the farms are 100% UTZ and Rainforest Alliance certified.

NOMINATION DETAILS

Williamson Tea Elephant Caddies Packaging by Springetts Brand Design Consultants is a Nominee in Packaging Design Category.

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AWARD DETAILS

Williamson Tea Elephant Caddies Packaging by Springetts Brand Design Consultants is Winner in Packaging Design Category, 2014 - 2015.



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