Essence of a good day
Irving is a brand that quickly gained recognition from high quality tea enthusiasts. The previous visual identification, although proven successful when the brand was first introduced to the Polish market, had become a bit out-dated. It didn’t sufficiently communicate the quality and optimistic personality of Irving. The new packaging allowed the brand to effectively prevail on the shelf over competitors from the premium segment.
A familiar and straightforward brand
The new packaging of Irving creates a strong colour block on the shelf. The leading colour – purple – sets the brand apart from the competition and fits well within the preferences of the female target group. Apart from a contemporary and elegant colour palette, the packaging uses visual codes crucial to the premium category: geometric divisions, a symmetric composition and finishing such as embossment and hotsamping.