Calm the F*ck Down Magic Tea Uses Drug-Like References in Its Packaging
Laura McQuarrie — August 4, 2014 — Lifestyle
References: behance.net & designtaxi
Calm The F*ck Down Magic Tea is a camomile tea that is branded in way that yells at you to relax. Branding for tea is usually quite tame, but this design for the tea brand by Pascal Lefebvre makes sure you know it's not like most teas on the market.
Through typography and witty words, the brand is given a good sense of humor. The tea cup sleeves are printed with a simple six-step guide to inner peace that includes notes like "God feels like wearing sweatpants" and loose tea packets that read "GET HIGH" followed by a smaller line of text that reads "quality tea," playing off the look of the leaves to drugs. Although the branding a lot more edgy than usual for tea, it's appealing to a whole other audience of tea drinkers.
Through typography and witty words, the brand is given a good sense of humor. The tea cup sleeves are printed with a simple six-step guide to inner peace that includes notes like "God feels like wearing sweatpants" and loose tea packets that read "GET HIGH" followed by a smaller line of text that reads "quality tea," playing off the look of the leaves to drugs. Although the branding a lot more edgy than usual for tea, it's appealing to a whole other audience of tea drinkers.
Trend Themes
1. Provocative Branding - Opportunity to create edgier and humoristic branding for products that are typically marketed as tame and conventional.
2. Humor-driven Marketing - Opportunity to appeal to new customers through playful and witty language on product packaging and marketing materials.
3. Reinvented Product Positioning - Opportunity to challenge traditional notions and expectations of product categories through provocative and unconventional branding.
Industry Implications
1. Tea Industry - Opportunity to attract younger and more unconventional customers with edgy branding that deviates from the traditional aesthetics of tea packaging and marketing.
2. Beverage Industry - Opportunity to differentiate from competitors and appeal to new demographics through unconventional and humor-driven marketing campaigns and branding.
3. Consumer Goods Industry - Opportunity to challenge traditional product categorization and appeal to new audience segments through unconventional and edgy branding strategies.
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