The project involved developing a complete packaging range for Tley, covering 35 tea and infusion varieties, as well as the individual tea bag sachets.

The challenge was to create a cohesive visual identity that would stand out on the shelf while allowing consumers to easily navigate the range and identify each variety. As a mass-market product, the packaging needed to be accessible, engaging and commercially appealing.

The visual direction focused on bold, contrasting colours, graphic patterns, distinctive typography and ingredient illustrations, creating a vibrant and recognisable identity that brings personality to the brand and distinction to each product.