The World of Tea
Whistling Kettle is two charming retail locations and a successful online loose-leaf tea business. Owners Kevin and Meahgan came to me to help revive their Tea of the Month Club. While the program has been successful they had some simple goals:
• To increase Tea of the Month Club sales
• To capture gift recipients as new customers
• To encourage re-subscription and participation in special deals
• To create a gift-like experience
• To elevate the monthly shipment to reflect the premium quality of their teas
• To delight the customer
Working together we created a new corrugated shipping box, colorful labels, two tea pouches (a sample pouch and 4 oz.) and digitally-printed note cards that both welcome and thank customers and direct them to the website for special club-only offers.
The conveniently sized custom box fits not only the standard Tea of the Month Club 4 oz. pouches but also up to three tins of tea and a catalog of their complete offerings. The box face highlights the broad offerings of tea—the world of tea on your doorstep—and promotes the benefits of loose leaf tea and the fifteen broad categories of tea they stock. Cheeky text on the flaps encourages the recipient to put their kettle on. A colorful sticker adds a bright pop of color.
As the project progressed it was expanded to include a complete logo redesign. With a nod to the tradition of tea but in a style fitting their modern, urban stores. The logo uses a modified bold sans serif typeface with a stylized black tea kettle with a new WK monogram.
The pouches (which are still in production) carry on the theme of the carton and feature clear windows to showcase the tea.