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BEVERAGE

Bewley's Tea Chests

by Theresa Christine Johnson on 10/20/2016 | 3 Minute Read

For many, drinking tea is a ritual. Unlike a quick cup of joe, tea is intended to be savored, and the process of boiling water and steeping the tea leaves is one to be enjoyed. Bewley’s wanted to bring more awareness to their line of tea leaves by introducing some limited edition tea chests, so they turned to RichardsDee to design the boxes. The small tea chests are reminiscent of large crates that transported tea on ships decades ago, and a small image of a ship with large sails appears on the front. Ornate borders add to the calming sense that tea offers, and each tea variety has a different corresponding color.

“Bewley’s, whilst being very well-known for its coffee offer across Ireland, is less well-known for it’s extensive tea range, despite being the first company to import tea into Ireland in 1835. As part of a wider programme focusing on tea, RichardsDee were tasked with producing a set of ‘Special Edition’ teas to elevate Bewley’s tea credentials and to capitalise on the growth being experienced in loose-leaf tea. It was important that the pack design not only motivated consumers to buy the product but helped deliver the Bewley’s story and deliver on their mission ‘To Delight The Senses.’ Focusing on three of the best selling variants, Darjeeling, Assam and Irish Breakfast Tea, the special edition teas needed to work both individually and as a set.”

“RichardsDee recognised the opportunity to create a unique format for Bewley’s special edition teas that would build on the brand’s deep rich story as the original independent tea importer to Ireland. In 1835 Samuel Bewley imported 2,099 chests of tea directly from China on the Hellas ship and in doing so, broke the East India Company’s monopoly. This story became the inspiration for the packaging. We used small wooden chests as a nod to the original format that the tea would have arrived in. The ship became the symbol of the Bewley’s spirit, taking pride of place at the top of the packs. The panel design uses elements such as the mosaic tiles found on the facade of their Grafton Street cafe, their flagship cafe, creating a unique and ownable frame that is both attractive and functional. Colour was intentionally kept to a minimum in order to mimic the look and feel of the original stencilled chests; black being the predominant colour with a pop of brighter colour to differentiate between the variants.”

 

Designer: Martin Fanning

Creative Director: Simon Richards

Designed by RichardsDee

Client: Bewley's Tea & Coffee Limited

Country: Ireland

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