Nestlé has relaunched its premium tea capsule system Special.T with ‘disruptive’ design from London-based B&B Studio.
B&B Studio were tasked with creating a new look for the brand’s capsules, secondary packaging and machine packaging.
The new capsule packs each feature a representation of the individual tea’s assets to express the flavour, provenance or benefit of each drink. The range is now cohesive and easy to navigate, B&B Studio said, yet each tea has its own distinct and bold personality. Images range from a tiger wearing a turban on the Earl Grey pack to a flamingo-grapefruit hybrid for the pink pamplemousse – or grapefruit – infusion.
To increase brand standout and recognition, as well as to create a strong icon for the brand, an enlarged and isolated T from the logo is positioned on the front of pack; the T also appears on the top of pack, replicating the machine’s tea-making button, as well as on the opening mechanism to echo its one touch system.
Foiling on the logo and an embossed texture reinforce the premium look, while colour-coded backgrounds differentiate the ranges into types of tea: black, tea, green, white, blue, rooibos and fruit and herb infusions, promoting simple navigation. Premium finishes add a further dimension of luxury.
Shaun Bowen, creative partner at B&B Studio, said: “The wonderful world of Special.T was ready to be captured and transformed by us into distinctive and beautiful packaging. We were able to communicate the intrinsic premium qualities of the tea brand and also bring some consistency across the various teas to express the full Special.T experience.”
Nestlé’s Marie-Pierre Ambroggi added: “B&B has helped evolve Special.T towards a more perfect and simple tea experience. Clear segmentation, easier navigation and more compact and creative boxes come together to take the brand to the next level.”
The revamped Special.T packaging range launched in a number of countries across Europe in October, but will roll out in Japan and France in 2017. There are also plans to launch limited-edition packs, with design by B&B Studio, in the future.
© FoodBev Media Ltd 2020