Fuel Me Up doesn’t want to be just another tea brand. The design was developed with the question of why and when people drink tea in mind. Tea drinkers don’t buy tea, they invest in a feeling. They are driven by a need for warmth, togetherness, connection, me time or in a nutshell: a desire to pamper themselves or others.

The starting point for the Fuel Me Up concept was set on creating human connections that go beyond the rim of your own cup (or pack): This design concept gives each type of tea an individual design that reflects the character of the tea. However, if it stands on the shelf next to other teas from the same brand, the products should interact with each other, complement each other and each serve as a chapter of the all-encompassing brand story.

In Fuel Me Up, animals and people coexist happily while having a tea party, creating an amusing dreamscape. Through gestures that embody the spirit of sharing and friendly collaboration across the whole product line, the human and animal characters communicate with each other beyond product borders. The packaging becomes a dynamic, interactive component in this way. This unexpected pairing of human and animal is also a reference to the teas’ ability to broaden horizons. What’s more, all the figures can be combined in an endless loop – it’s fun and an indirect call to action. Individually, the products are strong, but together they are stronger: just like people.

Fuel Me Up wants to playfully hint at the possibilities of creative dialog about the influence of the product, the packaging and the brand on buyer psychology and the emotions felt towards the product – which consumers either pick up or choose not to pick up emotionally within only seconds.

Fuel Me Up experiments with the question of what happens when a brand’s packaging design goes beyond the boundaries of the actual product – and continues its story throughout the entire shelf and product range. Brands can benefit from coherent storytelling across all products. And turn a simple shelf into an advertising space. This creative case shows how products can be intelligently positioned at the POS to attract attention and transform a brand story into a completely new, three-dimensional experience.