CORRECTION: An earlier version of this story ran with an outdated image of Nerada's packaging. The image has been updated to the current packaging. Food & Drink Business apologises for any confusion caused.
Nerada Tea has collaborated with Tweak to refresh its branding to convey its 50-year heritage and key product attributes. Platypus Printing did the printing and packaging.
Nerada’s brief to Tweak was to enhance brand visibility and recognition on store shelves. Its goal was to convey Nerada’s craftsmanship and align that with Australia’s adventurous spirit.
The two companies collaborated 10 years ago in 2013, with Tweak delivering a redesign of Nerada’s core range.
Tweak design director, Shane King, and creative director, Anthony Cody, led the project, with artwork led by Paul Rumens.
King said their history with Nerada and understanding of the tea category made Tweak the right choice for the project.
“An important consideration with the redesign was to maximise brand presence and provide cut-through on the shelf,” King said.
“We used vibrant colour and a simple architecture, inspired by the craftsman’s workbench. The deep green panel maximises contrast with the Nerada logotype and anchors all pack communication.
“The surrounding vibrant green leaf background connects to other packs on the shelf, providing a brand-blocking effect,” King explained.
The new design introduced a new tagline – Premium Blend – for Nerada’s English Breakfast tea, which was defined by the reds category cue.
Prominently positioning the Australian Crafted roundel and Rainforest Alliance seal conveyed Nerada’s commitment to nature.
For greater visual impact, the team included a photograph of a cup of tea and spot gloss.
King said the decision to use a cup of black tea was to get a rich warm tone that conveyed comfort and a premium product.
“A spot gloss was added for a liquid sheen that catches the eye, and to give the tea leaves in the foreground a real, just-picked look,” King said.
Each side of the box tells part of Nerada’s story while also extending the visual identity and brand narrative.
For Nerada, the redesign has reinforced the brand’s heritage and commitment to quality, as well as making it cut-through a crowded category on the supermarket shelf.
