Williamson Tea Elephant Caddies
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:
PRODUCTION / REALIZATION TECHNOLOGY:
The caddies are metal with a cardboard sleeve.
SPECIFICATIONS / TECHNICAL PROPERTIES:
The caddies take 40 teabags (100g).
Limited edition, tea, redesign, collectible, elephant, packaging
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.
TEAM MEMBERS (1) :
Design Director: Sue Bicknell
Springetts Brand Design Consultants, 2014.