Rising above the competition in the crowded specialty tea market is much easier said than done, but for the Vancouver-based upstart Fully Loaded Tea (FLT), attractive packaging has as much to do with its early commercial success as the broad range of innovative and enticing recipes rooted in the company’s exotic origins.
Started up two years ago by two Siberian-born sisters Katya Popoff and Olga Lenova, the company’s unique blends of leaf green, black and white teas—mixed with carefully selected berries boasting high vitamin and antioxidant content—have recently picked up the prestigious Gold Award in the Design/Packaging category of the international 2008 MarCom Awards competition of the Association of Marketing and Communication Professionals (AMCP), held each year to celebrate creative excellence in print, visual and audio media.
Designed by Vancouver-based packaging design specialists Subplot Design Inc., the innovative tea packages embrace a bold, attitude-driven packaging presentation to compliment some truly one-of-a-kind recipes, including: Citrus Spiked and Tomato Rebel black teas; Goji Force and Naked Strawberry green teas; Cucumber Mojo white tea; and the caffeine-free Shameless Berries, Bulletproof Currant and Sweet Addiction blends.
“At Fully Loaded Tea, it is extremely important for our packaging to stand out from the competition,” explains FLT co-founder and president Popoff. “We worked hard with Subplot to create a highly unique and identifiable image for our product, and this prestigious award acknowledges that synergy.”
Printed in Vancouver and Montreal by packaging converter Imprimerie L’Empreinte Inc., the FLT’s luxury tea-boxes all feature bright colors along with an eye-catching storytelling component designed to create an irresistible connection between the company and its young, urban, tea-loving customers, according to Popoff.
Each of the boxes is meticulously adorned with vivid lifestyle graphics and playfully rebellious text—such as “Sameness Sucks” on one of the boxes—to draw the hip target audience into making the all-important initial purchase of the premium-priced FLT products.
Says Popoff: “The packaging is one of the first things that a consumer or buyer notices about our product and it
always receives a positive response.