"Thanks to Will's determined efforts I was able to proudly present my idea to the board. Without sounding too biased, we definitely had the best designed pack, it's just a shame we didn't win."
Ed Pakenham, Marketing Manager, Tetley UK, London
Background: Tetley, the global drinks brand cleverly hosted an internal “Dragon’s Den” style competition, with considerable cash sums on offer to staff members who came up with leading innovations.
Brief: I was drafted in to do the graphic design for one of the teams. Their innovative idea was to encouraged kids to drink tea.
Approach: Kids love magicians and so the package focussed on images of kids dressed up as magicians and having fun. Since the way that the tea bag works (patent pending) appears to work like magic it was very appropriate.
Results: The team’s proposal went through a gruelling pitch and came second from twenty proposals. The winning proposal will be developed to production and should be hitting the shelves in 2010.
Brand Identity 
