Nature, sustainability and distinguished taste – following the new brand values of Milford, the packaging was designed to be as pure and tasteful as the newly developed tea compositions.
The natural ingredients were staged in a stripped-down setting. The floating elements, which were hanging from a fishing line, represent the ease of the tea. The colour palette derives from the tint of the infused tea. Photos made by Klaus Fritsch.
All lettering for the series of 25 flavours and digital and print matters was hand drawn.
The result is packaging, which is reduced to the core and at the same time maximises visibility in the supermarket shelves.
The candid design concept is translated into the material: Milford is the only brand in the Austrian tea-shelf with an uncoated surface.
An additional OOH campaign showing the broad range of the new designs was visible all over Austria.
With the launch of the new designs, a rise of +2% Market worth in Q4/16 (6,2-8,2%) was registered.