Packaging refresh for Unilever Food Solution's Lan-choo tea range.
The objective of the packaging refresh brief was to revitalise the brand and increase market-share by appealing to B2B channels including workplace, hotels, cafes and restaurants. It was important to maintain Lan-choo’s brand reputation with its audience and reconnect on an emotional level by leveraging on the heritage of the brand.
Lan-choo by Unilever Food Solutions, is a trusted Australian brand providing a range of quality teas made from small leaf tea with a distinctive, smooth flavour. First introduced to Australians in 1948 in a time when tea was a precious commodity, it has continued the tradition of quality small leaf tea for every taste and occasion to this day.
On this packaging refresh project, Percept utilised a series of simple, quirky graphics of teapots and tea cups which interact with elements on the pack and highlight its contents. The basic, bold, illustrative style pays homage to Lan-choo’s past, with a history of confidently simple packs and advertising which connects with repeat consumers nostalgically.
The packaging refresh was rolled out across a variety of packs for teacups and pots including teabag tags, envelopes, inner cartons and outer cases.
The result is a distinctive packaging refresh that reinforces the smooth quality of Lan-choo’s blend and its reliable history of never disappointing with a great cup of tea.