Williamson Tea Elephant Caddies: A Unique Blend of Packaging and Art

Springetts Brand Design Consultants Transform Tea Packaging into Collectible Art

The original brief for the project was to redesign the existing elephant caddy for Christmas, with the aim of creating a visually appealing product that would not only serve its functional purpose but also become a collectible item. The elephant, being a key part of the Williamson Tea brand, was retained as the shape of the caddy. The challenge was to design an outer sleeve that would fit within the brand's visual identity, communicate the tea variety and number of teabags, and showcase the caddy as much as possible.

Springetts Brand Design Consultants rose to the challenge by developing a range of gift caddies that transformed the brand's elephant into a unique three-dimensional icon. The distinctive shape of the caddy not only ensures a strong on-shelf presence but also powerfully links the caddy with the brand's logo. The range of elephant caddies, each adorned with different graphics and characters, allows the brand to appeal to a wider audience and encourages the collection of the caddies.

The caddies are made of metal and come with a cardboard sleeve. The silver sleeve not only communicates the premium nature of the brand but also provides on-shelf standout. Each caddy can hold 40 teabags (100g). The design team, led by Design Director Sue Bicknell, ensured that the caddies had a strong visual appeal to encourage consumers to buy them and, once empty, to reuse and display them.

The project is ongoing, with new elephant characters being added regularly. The design has been successful in achieving improved sales for Williamson Tea and has been attractive enough for consumers to want to collect, keep, and display the caddies. In recognition of its innovative design and contribution to societal wellbeing, the Williamson Tea Elephant Caddies were awarded the Platinum A' Packaging Design Award in 2015, a testament to the exceptional and highly innovative design that showcases unmatched professionalism and genius.

In conclusion, the Williamson Tea Elephant Caddies are a perfect example of how packaging can transcend its functional role to become a piece of art. The design by Springetts Brand Design Consultants not only enhances the brand's visual identity but also adds value to the product by transforming it into a collectible item. This innovative approach to packaging design sets a new benchmark for others in the industry to follow.