BVD

Assignment
Lemonaid GmbH. Packaging design Charitea
Freshly brewed tea in a bottle. Germany/Europe, 2009.

Challange
The drinks market is extremely competitive and it is hard for new products to come on the market and be seen, which makes the packaging especially important in this category. The design should draw attention to itself and simultaneously be unique and “iconic”, time-
less and modern. It should signal good quality but not premium and luxury. Simultaneously the design should effectively challenge the conceptions of how “charity products” and organic products should look. The
product should be in demand and bought by everyone, not only those who actively look for organic goods or normal consumers who buy on impulse because of a bad conscience.

Solution
Charitea’s totally white symbol – a tea leaf or a drop
– hovers harmonically over the logo. Elegant, but eye-catching nonetheless. The products included in the series of freshly-brewed organic teas are distinguished through their simple name: Charitea black, Charitea red and Charitea green, that of course refer to the different types of tea. Charitea is designed for the healthcons-
cious and socially committed consumer. A drink with a conscience. A good drink!

Results
Charitea was launched in July 2009 in carefully selected bars and restaurants in Hamburg and Berlin.