Ecotone-owned tea company Clipper has unveiled revamped packaging for its ‘There’s tea, then there’s GOOD tea’ strapline.
Straight Forward Design was tasked with the new brand positioning, which was developed by creative agency Isobel.
The push aims to engage with conscious consumers, reflecting Clipper’s work to preserve and promote biodiversity through sustainable farming and working with tea-growing communities.
To bring to life Clipper’s brand positioning, the push features playful hand-drawn illustrations of insects, flowers and birds, with a bright, natural colour palette.
Hayley Murgett, European head of category – hot drinks, Ecotone, said: “At Clipper, sustainability is at our core – but it hasn’t always been easy to communicate all the good we do to consumers in a clear way.
“With our new 360 global campaign, we’ve developed a simple, yet distinctive idea, that heroes Clipper as the ‘Good’ tea, enabling consumers to make a difference just by picking up a pack.
“We want to persuade more consumers to question their tea choices, as not all tea is fair or natural, as well as reconnect them to nature. Once people re-engage with nature, the more they see the benefits and want to do more to protect it.
“Harnessing our new strategy, the Straight Forward Design team have elevated the initial thinking to a bigger idea, allowing us to seamlessly communicate complex issues with a beautiful, informative campaign, all while maintaining our signature light-hearted and approachable tone.”
Mike Foster, founder and creative director, Straight Forward Design, added: “This new work really demonstrates how Clipper are working to help people and nature thrive. The tea aisle is transformed into a veritable forest of flora and fauna through our vibrant new packaging designs, further brought to life via impactful social, digital, and out-of-home communications.”
Source:
https://www.packagingnews.co.uk/design/new-packs/straight-forward-design-works-on-new-clipper-packs
