Art direction: Dmitry Izotov
Design and illustrations: Natalia Romashkova and Alexandra Moiseeva
Technical design: Rodion Demochkin
Management: Varvara Martsishevskaya
Project Type: Produced
Product Launch Location: Russia
Packaging Contents: Tea
Yasno. branding agency has redesigned the packaging for the ASSAND tea range and developed naming for all tea flavors.
ASSAND is distributed exclusively by X5 Retail Group. As of this year, the ASSAND brand has increased the range of tea to nine flavors. The updated range includes: black Kenyan and Ceylon teas; black teas with thyme, mint, bergamot, and rosehip; green teas with melissa, milk Oolong and herbal with chamomile.
The flavor palette of the range is rather traditional for the Russian market. In this case, it was necessary that the brand would not surprise, but become closer to the consumer and would evoke emotional response. The tea segment is one of the most competitive. In order to remain exciting to existing consumers and attract new ones, the brand needs to constantly change its appearance. High competition in the tea category requires the brand to be different from competitors, naming included.