Legends

/ Structural packaging design

CREATING A TEA LEGEND

THE CHALLENGE

As the LEGENDS team wanted to give the brand and its renewed flavor range 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 remain true to the history of the brand, but also be relevant for today’s demanding consumer.

 

THE SOLUTION

LEGENDS takes customers on a journey of discovery, every element is created to stand-out,
revealing the unique stories behind the finest hand-picked teas.
The new identity is an abstract illustration, evoking the aerial view of tea terrace geometry. One
hundred percent natural product characteristics are reflected in the tactility of materials, the
refined colour palette and the botanical styling.To enhance the experience, the origami unfolding.

A TEA LEGEND

The detailed physical inspires the consumer to slow down and embrace the experience. The
different discovery layers take you away from the world for a while, enriching the ritual of drinking
tea.

Before After

 

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