Whittard is UK based high street retailer of Tea, Coffee and related products that was founded in 1886. The packaging for their latest range of teas ‘Whittard’s B Teas’ were designed by Cheshire based design agency Nick and Carole and are based around a colourful and playful B utilising negative space.

The simplicity of this packaging is a significant change in direction for Whittard standing it apart from their more exclusive (and visually detailed) ranges. The key ‘B’ identity, built around the use of negative space, sets a playful relaxed tone suitably delivering a light informal tea theme. The colour choices are fun, modern and work really well against the white, while the die cut detail creates a nice level of shading on the ‘B’.

Each illustration contained in the character is simple and well-considered, neatly representing the varieties while forming the right amount of white space with only the ‘Dreamy’ variety appearing a bit cluttered. This is a nice addition to Whittard’s range delivering a new casual and accessible everyday brand proposition.