If you’re launching or relaunching any product, there are a number of factors that you need to keep in mind to stay successful. Although it might be a niche, tea is no different. There are hundreds (if not thousands) of varieties of tea, with all kinds of consumers looking for a brew.
Getting your tea off shelves and into cups is the goal, and packaging is the tool that’s going to get you there. When designing what the bag, tin or box that you’re going to be selling your tea in, here are some golden rules to stick to.
1) Don’t scrimp on your packaging
When you’re keeping an eye on your bottom line, it can be tempting to cut a few corners when it comes to packaging and design. The only thing to say here is: don’t.
Before your customers get anywhere near your tea, they’ll have to pick your product off the shelf. Consider what a bland, uninteresting design is going to look like in a line-up of your competitors, and what message cheap materials or careless packaging choices will send.
Investing in functional, attractive packaging will allow you to reap long-term benefits. Not only will it signal to customers that you’re offering a premium tea, but it will also keep your products fresher for longer – better for your customers and better for your brand.
Work with a specialist manufacturer to come up with a hardworking design, like these box bottom bags, for example. The sturdy material allows bags to be self-standing on the shelf while degassing valves can be incorporated to keep coffee fresh. Plus, you can arrange for your bags to be professionally printed to give them an extra edge.
2) Understand your brand
With thousands of tea products vying for the attention of all kinds of drinkers, it’s really important that you know what your brand is about and who it’s targeting. Whether you’re all about creating new blends of flavoured tea for the mainstream or are targeting niche drinkers with interesting loose leaves – it doesn’t matter, as long as your branding reflects what you’re selling and appeals to your audience.
If your company has a special story, tell it. Why did you start selling tea? What brought you into the industry? Is there a certain feeling or knowledge that you want to share with your consumers? It’s these details that will help you to stand out from everyone else.
This is particularly important if you have already released products and are starting to build a loyal fanbase. If your existing customers don’t recognise you behind redesigned packaging, you can easily lose them. Employ visual clues that help new and existing clients find you.
3) Be honest
It should go without saying that your packaging should be clear and honest about what’s on the inside – and yet, some companies don’t seem to have got the memo. Avoid giving customers the wrong impression about the origins, taste or benefits of your tea and stick to the facts. You’ll end up with happier drinkers that are inclined to come back.
4) Stand out from the crowd…
Unless you’re stocking your products solely in your own tea shop, remember that your teas are very rarely seen in isolation. You’ll either be selling it next to similar, competing products on the same shelf, or on an online platform – where’s it’s even more important to stand out from the crowd. When it comes to your design, do keep in mind what your competitors are doing and try to use different colours, patterns and materials.
5) …But don’t overthink it
Every year, some new product emerges that tries to push the boundaries of packaging design. Maybe they’ve come dangerously close to imitating a competitor or have simply dressed their product to look like something from another category. It might seem quirky and memorable but, more often than not, it’s just going to confuse your potential customers who will just reach for a more familiar-looking product. Given that most people spend an average of 4 seconds evaluating a shelf, sometimes simplicity is key.