We love it when our client’s packaging gets featured in the news! This recent Design Focus article in The Packaging Gazette featured Whittard’s tea caddies and analysed the ways in which their design and packaging convey heritage and longevity. Reviewed by Howard Wright and Neil Farmer in the magazine, they both felt that the packaging was both luxurious and exclusive, with a nod to British tea heritage that made it more accessible.
What the Packaging Designers Thought
Packaging Gazette loved Whittard’s tea caddies, and the fact that they are “obviously made to be kept” adds to their allure. Some of the words used to describe the caddies by the judges included “superior, elegant and very prestigious”; yet the designers felt that the familiarity of the object also made the caddies feel accessible.
Howard Right felt that the caddies would appeal to the consumer by acting as a great “ambassador” for the brand. When designing packaging, it’s important to consider how people are going to react to the texture, tone and colour of your packaging and how they will represent your brand.
With these cylindrical tea caddies Whittard stands out from their competitors; offering more than just quality tea, they are offering heritage and prestige in a tin. The nod to the exoticism of the early days of tea, when it was still an unknown for many Europeans, evokes feelings of nostalgia and warmth.