The Percept design agency was engaged on this packaging refresh project for Unilever Food Solution's Lan-choo tea range.
Packaging Refresh by Design Agency, Percept
Design agency, Percept, has a long working history with Unilever Australia. 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.
Although the history is strong, it was determined that a packaging refresh was required to update the brand for contemporary Australia. At this point, Percept was selected as the best design agency for the job due to specialist expertise as brand designers and packaging designers as well as having familiarity with the client.
On this packaging refresh project, design agency, 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 their trusted branding. Consumers know that this branding promises the smooth quality of Lan-choo’s blend and its reliable history of never disappointing with a great cup of tea.