Packaging and Branding: Higher LivingPosted: May 30, 2011
Higher Living is a UK based herbal tea company with over 45 years of brewing experience using only 100% natural and organic ingredients. This month sees the release of eight new herb and spice varieties with packaging designed by London based agency B&B that utilises a vibrant and striking illustrative style.
Tea is quickly becoming the new creative canvas for more experimental design avenues with both Twinings and Whittard utilising more design sophisticated packaging in their ‘limited edition floral range‘ and ‘B Tea‘ varieties respectively. Higher Living’s new range follows in much the same way and employs a modern, colourful and illustrative style to move beyond the traditional ‘herbal tea’ aesthetic and while not entirely unique creates an interesting and unusual platform for the range.
Individually each illustration is well rendered and balanced while containing plenty of detail, a few feel a bit loose in their interpretations of the infusion (vitality, purity and ginger in particular) but retain a strong sense of identity throughout. The typography is straightforward and contrasts well against the organic nature of the key images while the colour choices are bold and suitably reinforce each variety with a playful sweet shop sensibility. The internal walls and sachet packaging continue to reflect the flavour variety but in a single colour contrasting well against the external panels. The concept works to create a style that is structurally united as much as it is individually engaging, I for one would have a strong impulse to purchase the whole range.
Richard is a British freelance designer and writer who specialises in visual identities and packaging. He’s written for Brand New, Design Week and The Dieline, featured in Computer Arts magazine and also runs the resource Design Survival.