Rise of the UnDigital 2: Handcrafted typography and illustration
In our post "RISING TRENDS: THE RISE OF THE UNDIGITAL" we discussed the trend of natural handcrafted design, and its role in a digital age as a break for the eyes. The packaging for Teahouse Exclusives is just such a break for ". . . individuals of strong character, people who like to indulge in a moment of deceleration in their daily lives. . ."
The softness and naturalness of this design is truly a break for the eyes. The hand drawn typography and pictures, and the soft primary colors on a plain brown paper background, not only looks natural, it also has a visual texture that calls out to be picked up, handled, read, and pondered. The hand drawn element also represents the hand-chosen tea it contains.
Compare this to the digitally created label below. Which one seems to serve the purpose of a tea break better? Which one says hand-chosen tea, and which one says, factory farmed and processed?
The bright color of the Lipton label above may stand out on the shelf more, but which one would cause a customer looking for a good tea to pause, consider, and give it a try.
Look at the short slice-of-life story the picture above is telling. Packaging like this is the start of a brand relationship that can last years, perhaps even decades.