A new brand identity was to be developed for Pure Tea Selection, a Tchibo Coffee Service brand only available in restaurants, hotels, bakeries, cafés and companies. Pure Tea Selection has successfully established itself in the out-of-home market since 2007. However, there was a lack of modern repositioning and a contemporary brand story that can be emotionally anchored with B2B and B2C customers.

Hajok Design developed a brand story to make Pure Tea Selection more attractive and to enhance the consumer experience at different brand touchpoints. Hajok Design realised pure packaging design for the existing portfolio, new variants and teapot formats as well as developing ideas for activating the brand story. In addition, the agency was also commissioned with the design of a completely new wellness range that visually fits the portfolio while having an independent identity.

“Treat yourself to a break and discover the true beauty in the little things in life”, this guiding principle stands for the brand character developed by the agency and establishes Pure Tea Selection as the perfect companion in everyday life. The copy on the tea sachets reflects this guiding principle and thus activates the brand story in an emotional way. The circle around the individual ingredients of the tea variety is the focus of the packaging design. All illustrations for this design element were created in-house at Hajok . The revised logo is more emotional, with two small tea-leaves hovering close to the lettering. The coloured banderole ensures differentiation for each variant and reinforces the clear structure. The modern and approachable design inspires you to let go and have a relaxed moment of enjoyment far away from everyday routine!