Amanda Villalobos
Amanda Villalobos
AllegroFineTeas.jpg

Allegro Fine Teas

AllegroFineTeas.jpg

In 2006 Allegro Coffee Company was looking at launching a Fine Tea line. The effort had been tried before with no success. With only a small budget to work with the pressure was on and a lot was at stake. An analysis of the fine tea category revealed that highlighting the fine characteristics of individual teas would be a key differentiator with competitors on shelf. Our solution to this was to show the liquid teas on package, something that most teas in that category shied away from. We also turned to color trends within that category to look for opportunities to stand apart while not completely alienating the brand. The final product was photography forward  packaging that brought forth the delicate and soothing qualities of each tea. We then leveraged color to further denote between the different tea types. As an effort to break Allegro Coffee into the tea category this project proved successful and while this package design was redesigned after several years on shelves, Allegro Teas are currently alive and thriving in the marketplace.