British tea model Dragonfly Tea is getting into the gifting marketplace for the primary time, with the assistance of long-time collaborators Lark Design Studio.
Their new Natural Tea Assortment comes collectively in a cylindrical tube comprising 5 of Dragonfly’s most-loved infusions, every one wrapped in richly illustrated, recyclable packaging that celebrates the pure world.
“We’re fortunate that Dragonfly Tea already sits on the extra premium finish of the market, with a powerful visible id and a few lovely current property,” says Keith Hancox, founding father of Lark Design Studio. “Our position was to reconfigure and elevate these components for gifting.
“Their on a regular basis vary is predominantly white, which helps it stand out on the shelf, however for this product, they needed to shift into one thing richer and extra emotive.”
Early explorations centred on how far the workforce may push these acquainted design property with out dropping recognisability. The reply got here within the type of a “border of botanicals” or, in different phrases, a lush, layered wrap that brings Tatiana Boyko’s hand-drawn illustrations to the forefront.
“The label sits nestled among the many illustrations, as if surrounded by the elements inside, whereas the dragonfly mascot hovers close by,” says Keith.
Every gifting tube incorporates 30 individually sealed string-and-tag sachets, all folded and stitched with out plastic or staples, in keeping with Dragonfly’s long-standing dedication to sustainability. The workforce additionally needed the packaging to really feel particular, one thing you’d “fortunately give or preserve after it was completed”.
“The problem was to introduce a extra giftable, luxurious really feel with out dropping that integrity,” Keith explains. “The gold foil was an possibility on the print run and offered a premium contact, however we used it sparingly, pairing it with a pure kraft paper base to maintain the pack grounded and recyclable.”
The metallic accents, used virtually like jewelry, catch the sunshine with out overwhelming the design.
One idea even ran foil via the stamen of the flowers and veins of the leaves – “nevertheless it simply felt an excessive amount of,” Keith admits.
The ultimate design balances class and restraint, with colors drawn from the botanicals themselves. Barely clashing leaves and petals convey an vitality that feels alive, echoing the vibrancy of the blends inside.
Dragonfly Tea’s business director Nadia Morse says: “As Dragonfly’s first step into the gifting market, the gathering opens up the model to new audiences,” she says. “It is each a deal with for on a regular basis rituals and a considerate reward.”
Keith describes it as a design made for 2 sorts of individuals: the tea devotee and the curious newcomer. He says, “For normal tea drinkers, it is an opportunity to discover completely different blends with out shopping for a number of containers.
“For brand new clients, it is an approachable technique to uncover the model – one thing that feels considerate, pure, and value displaying on the worktop at house.”
Lark’s partnership with Dragonfly Tea stretches again to the studio’s founding in 2017, and that familiarity reveals. “We have constructed a wonderful collaborative relationship with them,” says Keith. “The preliminary dialog was a speculative one – how can we make Dragonfly Tea look giftable? We provided three ideas and labored collectively till we obtained to the ultimate design.”
That course of wasn’t with out its quirks. “It was the sensible concerns subsequent – becoming the whole lot to the cutter information, permitting area for printing tolerances, and tweaking art work to sit down on a cylindrical floor. Who knew a round label would not appear to be a circle in case you place it on a cylinder?” he laughs.
For Keith, the end result is one thing that completely encapsulates Dragonfly Tea’s spirit. “I am most happy with how the design feels each ‘gifty’ and acquainted,” he says. “It is nonetheless recognisable as a Dragonfly Tea product however with extra heat and confidence.
“It was a possibility to be extra daring than standard, and the Dragonfly workforce had been actually trusting in us – even when Lark is not identified for packaging design, though we might like to do extra.”
The completed assortment, accessible solely through Dragonfly Tea’s on-line retailer, has managed to serve up sustainability and class in the identical cup—or, on this case, the identical tube.
