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New Trademark with German Taste

Product's ability to be identifiable is the basis of a solid communication strategy, particularly when it comes to over-saturated market of tea. Populated by a variety of sorts and brands, along with their packaging and advertising, to distinguish one's own product against competitors becomes increasingly difficult.

According to the research, the presence of many similar proposals leads to the fact that the consumer must make a purchase decision in less than three seconds. This situation creates a communicative overload when consumer stops to perceiving individual details of the design and subconsciously makes a primary analysis based on the perception of color patches and spots.

Higher design agency has developed a new tea brand "Umberfeld". Our services covered naming, logo and packaging design.

Naming

The chosen name "Umberfeld" is a clear, international and expressive. It is easy to remember, is recognizable and naturally fits into the mindset of consumers.

With available top-level domains and the possibility of patent protection worldwide, the title provides all the necessary features for a successful marketing campaign to promote the product.

New Trademark with German Taste

Logo Design

As a logo we designed a custom compact, gothic font solution with only the brand name. Slanted baseline makes the overall look less traditional and more vital.

New Trademark with German Taste
New Trademark with German Taste
New Trademark with German Taste
New Trademark with German Taste
New Trademark with German Taste

Packaging Design Concept

To create a sustainable and modern communication via the package design we used a simple visual language, the method of color spots and keeping distance from overloading the senses and the use of detailed images.

This allows to us to change the primary communication with the consumer at the time of sale and adapt to the existing conditions of visual overload. In addition the approach used has provided indirect associations that are based on the existing traditions and reflect the possible characteristics of the product.

New Trademark with German Taste
New Trademark with German Taste

Packaging Design 

The packaging is designed without any illustrations, and in minimalist style. Its graphic shape is free from excessive details. In the design we used a vertical axial compositional balance, giving it a well-founded and solid look. Main decoration of the packaging is the logo and the inscription indicating a sort of tea. Their arrangement and contrasting font solutions provides a complete visual expression.

For higher flexibility in the placement at POS, packaging has two main faces, on which the images are in perpendicular directions. Remaining sides of the box contains information about the brand and nutrition details.

New Trademark with German Taste
New Trademark with German Taste
New Trademark with German Taste
New Trademark with German Taste

Psychological Impact

Middle age and older buyers are evaluating the design notes of the quiet and conservative brown color, which reflects existing product characteristics. Brown will be chosen by those who appreciate tradition and stands firm, as it represents confidence and stability, awakens memories of comfort, home, family, warm fireplace and a warm cup of strong tea.

Despite the minimalistic design style the package is well recognizable and attracts attention at the point of sales. 

The sum of the visual components of communication, form and semantic content, determine "Umberfeld" as a promising classical brand of tea of medium quality and medium price segment. Brand, which is bought.

New Trademark with German Taste
New Trademark with German Taste
New Trademark with German Taste
New Trademark with German Taste
New Trademark with German Taste
New Trademark with German Taste
New Trademark with German Taste
New Trademark with German Taste
New Trademark with German Taste

Learn more about our Brand IdentityNamingCopywriting and Packaging Design services.