Packaging for the Cheiburg. How we got inspired by rock and chose metal

We have a long-standing warm relationship with Chaiburg: we have already implemented several projects together. This time we were asked to create a package. I want to get my friends together for tea. Not Winnie the Pooh and Piglet, but fellow golfers.

We chose material. The paper was dropped immediately. The designer in the headphones played rock - it means to be metal. The metal jar looks rich on the shelf, so it will become a worthy decoration of the kitchen. For the interactive, a bagel lock was appointed responsible. He's also the keeper of intrigue: he won't reveal the secret of fragrance until you open it. One movement, a click - and the room spills a lush and majestic smell of tea leaves.

We picked the colors. The lid was left silver - added aristocracy. The image was fixed with the help of black and gold. 

This is a classic duet that conveys the elitism of the product. I picked up such a package, sat down in a leather chair by the fireplace, poured tea into a porcelain cup, thought about the great... But the butler Alfred is distracted because it's time to defend Gotham again. 

By the way, the package depicted the outlines of the city. But not a modern metropolis, but an old port center. Four-storey houses, pitched roofs, a chapel, a bridge, a ship — so we expanded the space. In addition, the retro atmosphere attracts an older audience, and for the company it is the main one.

We tested it. We assembled a focus group and instructed it to determine which segment the product in the new metal can belongs to: economy, medium or luxury. 92% of respondents chose the latter. Looks like we got a Rolex in the tea world.