I’ve always really liked the brand design for Clipper tea
ever since I saw an advert for it last year. Each kind of tea is represented by
its own unique artwork and colour scheme, and is designed in a way that both
looks good and easily grabs the viewer’s attention. The hand-drawn
illustrations are also really vivid and attractive, and manage to blend in
unexpectedly well with the strong typography – it reminds me of something out
of a children’s storybook.
The success of the Clipper packaging is thanks to Big Fish,
the design company behind the brand’s appearance, who according to their aim “only choose to work on projects
that we have a personal belief in and that we would be consumers of ourselves”. They were asked to rebrand Clipper tea in 2008, and set up
a blind tasting in order to see what message they could get out of the drink’s
taste. Describing the brand as “natural, fair & delicious” Big Fish managed
to create a design that reflected that statement. The artwork on the packaging
was intended to stand out both at home and on the supermarket shelf, and in
that respect I genuinely believe Clipper has achieved that goal.
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