Creative Agency: Exit Communicatie
Creative Director/copywriter: Matthew J Phillips, Exit Communicatie
Art Director: Anieke Schrader, Exit Communicatie
General Manager, Benelux: Arnout Verbeek, Catunambú
Project Type: Produced, Commercial Work
Location: The Netherlands
Packaging Contents: Tea
Packaging Materials: Paper
Love Tea? Then you'll love Tea Quiero
Catunambú is a premium coffee brand located in Seville. Their expansion plan had a focus on launching in the Netherlands with the objective of achieving market penetration through sales channels that included premium coffee shops, restaurants and large corporate and government offices. The challenge was made especially tough given the established coffee giants that dominate this market also offer a complimentary tea product to support brand acceptance, loyalty and customer preference. It was imperative that Catunambú offered a similar product portfolio in order to claim their place in the market.
Exit Communicatie created the Tea Quiero brand from the ground up. The name was seen as perfect - ‘Te quiero’ is Spanish for 'I love you'. The brand identity and packaging design is inspired by the Andalusian tiles found in coffee shops and tea houses in Southern Spain.
All 8 flavours carry their own unique Andalusian tile design and all are named after areas within the region. Each individual pack carries a story of the tea, the blend and the place of origin – to enlighten and engage with the customer.
Tea Quiero is a unique tea brand, blended with organic and ethically sourced ingredients from Fair Trade farmers. Initially created to wet the appetite of the Dutch customer, it is now being enjoyed by people with taste, globally.
This product is aimed at the out of home market where hygiene is of paramount importance. The packaging is especially designed to dispense single serve sealed tea boxes for use in cafes, restaurants and business/office environments. The single tea boxes can be re-used as a disposal device when the tea bag is no longer required. Of course, the packaging is also designed to be attractive and premium quality, just like the tea itself. Using double de-boss and striking, unique design with a story attached to each pack to intrigue, engage and connect with the consumer ensures the brand hits the spot.