With more than 20 years of experience in the market of hot beverages with Loricaffè brand, Valtelina sh.p.k. decided to expand in the market. After deciding to add a line of fine tea to their products, they asked Vatra to create their new brand. The Lori Natural Tea collection had to look amazing both at home and on the supermarket shelves. Each tea flavor or its main ingredients had to be easily identifiable, recognizable and stand out from other tea brands.
We created the concepts around the idea that tea is perceived more as an experience than a mere beverage. The tea collection came out as completely different from other tea brands on the market but most importantly, Vatra created a tea collection that gave the idea of an artisan feel as well as a special process that, as in fine arts, there is a special dedicated time for tea-making. Different style designs and concepts were presented to the client. The decision was based on brand strategy development making every tea collection unique. The packaging design is simple and elegant and was created using a handmade watercolor technique. An easy-to-read product packaging which is color-coded to indicate each tea variety. They present the concept of a unique story described with graphic humorous elements and sketches, or emphasized characteristics for each different tea flavor. Every element is related to the special characteristics of the tea variety. Lori Brown Cup collections are created with the same concept, using symbolic scenes for each flavor. To communicate the new brand a graphic spot with the brand’s elements was created to emphasize the element of nature as the most important element of the product.