Asda presents new packaging design for its tea range
Supermarket retaier Asda has introduced a fresh packaging design across its range of own-label tea – including black, speciality, green, fruit and herbal varieties – from design agency Hornall Anderson.
Launching this month, the revamped packaging brings the design into line with current trends in the tea sector and will help the products stand out in a competitive market, Hornall Anderson said.
Asda senior design manager Justine Jackson-Hickling said: “Hornall Anderson’s detailed knowledge on packaging trends in the tea sector meant its team delivered up-to-date and eye-catching designs which will help our own label tea range achieve standout in our stores.”
Hornall Anderson managing director Kim Van Elkan added: “Black tea is a very competitive arena with fierce brand loyalty and an ageing consumer.
“Own-brand packaging needs to offer a credible alternative, taking category cues but creating a clear simple hierarchy and a homely feel.”
The new packaging for the black tea features a simple graphic woodcut illustration with bright pops of colour, helping the products to stand out on shelf. The bag count is clearly placed in a quirky cup illustration in a consistent place on pack, making it easy for the customer to find, while the leaf icon displayed represents freshness.
The designs for the speciality tea, such as assam and ceylon, use rich colours with specially created illustrations, highlighting the heritage cues and provenance of the tea.
The green, fruit and herbal tea packaging resonates with more health-conscious customers. Packaging pops with flavour cues and feels modern, while hand painted illustrations and crafted hand-drawn serif type, together with coloured panels, help with differentiation.
Van Elkan continued: “Our packaging design for Asda will help reposition its tea brands in the category and allow its own label offering to stand out in a very competitive and busy market place. The work we carried out shows our clear understanding of what customers want from these different products.”
Asda Stores Limited is an American-owned, British-founded supermarket retailer, headquartered in Leeds, West Yorkshire. The company became a subsidiary of the American retail corporate giant Walmart after a £6.7 billion takeover in July 1999, and was the second-largest supermarket chain in Britain between 2003 and 2014, by market share.
