THE TASK

We present to you the redesign of the package for traditional Russian tea, known with the name “Ivan Chai”. The area Koporye (this tea is also known as Koporye tea) near Saint Petersburg is known for its production of big quantities of this product and it was one of the leading exports from Russia to Europe and England from the 15th century until the beginning of the 20th century.
Our task consisted of redesigning the existing package. The main tasks are reduced to two:
1. The feeling of the design should be preserved in such a way that the buyers, loyal to the brand and the product, will stay;
2. The package should be modernized so that it can be competitive on the shelf in the shop;

Since the shape of the package will also change, this gives us more space for the design and to create a more harmonic composition. Our main goal is to find the correct spot for the trademark and isolate it from any unnecessary background elements, so that it’s easy to perceive. All texts were brought to clear backgrounds, so that they are easy to read, which is something vital for the design of a package.
Since this is an ancient type of tea, we were looking for a design, which inspires the sensation of nature and tradition with modern technology. This way we organized the background as a plantation with which the tea is made, while in the foreground we brought out a beautiful cup with steam – an image which gives off warmth and coziness. We organized all this on a wooden base for authenticity.
With the design of this product we created atmosphere and emotion, which were close to the users and adequately replaced the old one, which had a strong pharmaceutical look with inefficient customer communication.