Smith Teamaker
We believe the industry is ready for a new approach to loose tea that is better for consumers, better for the planet, and better for business. We saw an opportunity to reimagine loose tea through a new differentiated package that is 1) aesthetically appealing 2) optimized for product quality 3) able to scale across multiple business channels in format (i.e. Direct to Consumer, Wholesale, Grocery), and 4) sustainable.
We drew inspiration from our friends in coffee when selecting a flat bottom pouch format and leveraged our established brand guidelines to drive the visual identity of the package. We implemented our signature color-blocking approach to the design, allowing the package to command attention on shelf and act as a communication tool for the consumer—each colorway represents a tea type for ease of shopping. The texture of the bag is a soft matte finish and does not pick up fingerprints when handled while the surprising gusset design adds an added layer of dimension and detail. Scalloped-edged, embossed labels are applied for a handcrafted touch and copy is designed to speak to a loose tea application in our distinct brand voice. The label is also embossed with “Since 1949” as a subtle tribute to our late founder Steven Smith, who was born that year. The sustainability impact was a core consideration when creating this product line. We are proud to use a post-consumer recycled (PCR) flat pouch that has the highest amount of recycled plastic content in the world (up to 85%) and is recyclable as well.
