THE TEA WITH A STRONG POSITION
must also be updated. Maisky has been on the shelves since 1991, of which nineteen years it has been the leader in the market. To retain its position, it has to conform to the spirit of the time, trends, and customer expectations. Maisky Tea turned to us for a design update.
CONSUMERS OF MAISKY
recognize the brand well, but often perceive it as a «grandma’s» brand: homelike, but still in valenki rather than Ugg boots. It was important for us to keep a balance between the tradition and the new: to preserve recognizability, but to make the image modern. The main conclusion, which became the condition to occur, was no radical changes.
TO GO BACK TO THE PRESENT
meant for Maisky to remember the main thing about itself. The company knows how to choose tea leaves and locations. Leaves are gathered in Sri Lanka, India, and China, from the best plantations with a good climate. The drink eventually becomes tasty and fragrant. Consumers confirmed it at blind testing, and we felt it at intra-office taste tests. This is what is the most important thing about Maisky.
THE DEEP RED AND SCENERY
form the basis of the brand’s visual DNA. They remained central to the new design, but we seemed to revive each. To enhance the emphasis on tea, we told about its origin. The value of scenery in packaging has increased. It became deeper and more dynamic. Consumers go on a journey through the regions of tea leaves and find themselves face to face with nature.
in simplicity. We removed unnecessary decorativeness but added stories about varieties and the method of brewing. Packaging has become stricter and more classical. We call such work inside the agency «changes without changes», when all the elements change, but the consumer can hardly notice the difference.