BACKGROUND : Heath & Heather have been tea pioneers since the 1920's. They have a large variety of specialised flavours which are mainly sold exclusively in one retailer. Heath & Heather were looking to expand their retail portfolio and recognition in the tea aisle. They had just redesigned their packaging and now wanted to create a campaign to kick start their ambition.
THE IDEA : 'Me To The Power Of Tea' is the big idea that seeks out people that are wanting to tap into their best selves with the help of Heath & Heather Teas.
We wanted to positioned Heath & Heather as a lifestyle brand that empowers 'you' to discover the best you, you can be.
The major audience focus was the younger millennials market, but also taking into consideration the brands existing loyalists.
The design idea was not to show a pack shot but to make the whole visual a recognisable pack in itself, with an inspirational editorial model as the centred attraction (relevant to the millennial market).
Art Director: Carole Davids.