T-Bone Tea – The first beef bouillon in a teabag

Creative Director: Jung von Matt/Neckar
Senior Art Director: Rico Noël
Copywriter: Oliver Kneip
Creative Directors: Matthias Hess, Sven Kratzsch
Art Directors: Tim Kaun, Benedikt Bischler, Niklas Poweleit
Project Manager: Thien An Nguyen
Project Type: Produced, Commercial Work
Client: Gourmetfleisch
Location: Germany
Packaging Contents: T-Bone Tea. Beef bouillon in teabags
Packaging Materials: Wood, glass, stainless steel

Drink a steak.

Holy Cow! The German online meat shop Gourmetfleisch.de and Jung von Matt/Neckar created beef bouillon in teabags.

The tea does not only say good-bye to the same old boring ingredients like ordinary green leaves – it also revamps the traditional looking tea box packaging design.

To put the bags into the right environment, we turned our tea boxes into a miniature butcher shop complete with tiny meat hooks. The meat hooks not only pay homage to the butcher shop atmosphere but they are also a handy little device for hanging your teabags into the pot.

Style and colors, of course, had to match with the overall dark vintage brand feeling, while still portraying a premium and clean look. A whole new product now comes with a whole new taste and aesthetic. Bon appetite!

What’s Unique?
To put the bags into the right environment, we turned our tea boxes into a miniature butcher shop complete with tiny meat hooks. The meat hooks not only pay homage to the butcher shop atmosphere but they are also a handy little device for hanging your teabags into the pot.

Style and colors, of course, had to match with the overall dark vintage brand feeling, while still portraying a premium and clean look. A whole new product now comes with a whole new taste and aesthetic.