Krasnodar Tea

Design: REDINDESIGN
Art Director: Alexander Pachkin
Designer/ Illustrator: Tatiana Rossolenko
3D visualizer: Pavel Gubin
Manager: Anna Gundarina
Project Type: Produced, Commercial Work
Client: Dagomys Tea
Location: Moscow, Russia
Packaging Contents: Tea
Packaging Substrate / Materials: Cardboard

Company "Dagomyschai" is the largest producer of tea in Russia with its own plantation in Krasnodar Krai. History of “Dagomyschai” dates back more than sixty years. Exceptional climate conditions and recipes based on herbal blends strengthen unique taste and health benefits of tea, which stands out from foreign equals.

The company made a decision to update design of tea packaging. New product line is set to deliver special rich taste of tea, to renew brand image in consumers eyes and to make the tea brand modern and relevant to price bracket.

We created new image of bagged tea and made it in consumers` perception closer to more expensive product forms of presentation - loose tea and granule tea. We consciously rejected from complicated images and photos to mark the design and to stand out among competitors. The creative idea was based on minimalistic concept and premium “clear” image, while herbal blends and plants as ingredients of tea became engraving illustrations, which emphasised rich taste of tea.