Pollard Boxes is producing the unique high-impact packaging for an exclusive new range of teas that engages the consumer on a multi-sensory level.
Founded by Bernadine Tay, Quinteassential masterfully blends the classic and contemporary to create daring, speculative and evocative tea blends using only the finest ingredients.
The clean but striking pack combines traditional and contemporary elements to create a distinctive on-shelf presence. To communicate the brand’s key concept, ‘The Art of Tea’, each blend features a different work of art by renowned artist Alberto Seveso that portrays the intensity of the flavours through vivid colours using an ink and water technique. At the same time, a QR code on the back houses a piece of specially-tailored music that not only sets the mood, but also acts a timer – when the music is done, so is the brew.
The shape, texture and structure of the box were critical to achieve the desired experience for the consumer, while also preserving the quality and freshness of the tea. Pollard worked closely with the customer to find the most appropriate solution that also minimised the cost impact of the different artworks for all the tea flavours.
The box size itself is untypical in the tea industry, which creates initial interest and attention on shelf. The paper selected is a specially coated 1200 micron white lined board for the box and lid with a 610 micron white folding box board for the shoulder. The Lid Wraps are four colour printed with matt lamination and gold foil blocking, while the shoulder features a metallic print with matt lamination and the unprinted box wrap is also matt laminated.
The bright white, smooth and silky finish of the box creates a sense of cleansing and maximises the effect of the vibrant colours of the artwork, while the weight of the pack with its tea contents conveys a feeling of quality and abundance.
The telescope design consisting of both male and female components enables the product to be revealed gradually as part of the opening experience. The 1200 micron weight ensures a tight fit of both components and means that the aromas of the teas are not only kept sealed but are released gradually as the telescope opens.
Once opened, the consumer is greeted by a discreetly-coloured wallpaper, detailing Quinteassential’s ethos. The blend is sealed in a clear bag placed beside an envelope of Quinteassential branded tea filters, which allow the tea drinker to experience the tea anywhere, anytime of the day.
“The design and style of our new packaging is one that has never been seen in tea,” comments Bernadine Tay of Quinteassential. “It combines a unique style with functionality that keeps the tea fresher for longer. More importantly, it is designed to invite and inspire the consumer to journey on an unexpected voyage of discovery.
“We have been impressed with Pollard’s contribution to the project and the excellent quality of the packs that they have produced, meeting all our launch deadlines.”
The new pack is a finalist in the Luxury Packaging Awards, the winners of which will be announced in September.