As the LEGENDS team wanted to give the brand and its updated flavor assortment a makeover, REGGS was asked to develop a new look and feel. The challenge was to develop a relevant business proposition within a saturated out-of-home
tea market. The proposition had to stay true to the brand's history, but also be relevant to today's demanding consumer.
Every action, feeling and detail matters for the best taste experience. LEGENDS takes customers on a journey of discovery, with every element created to stand out. The packaging unfolds like origami, revealing the unique stories behind the best hand-picked teas.
The new identity is an abstract illustration, reflecting the geometry of a tea terrace. The 100 percent natural ingredients are reflected in the tactility of the materials, refined color palette and botanical styling.