TGL Co. Luxury Teas

Premiumising tea packaging for one of the fastest growing hot beverages startups

The Good Life Company (TGL Co.) TGL, one of the fastest growing hot beverages startups in India, was already known for their loose leaf luxury teas. They were looking at increasing sales by catering to a wider audience that seeked the convenience of tea bags and appointed us to design packaging solutions for the same.

How do you provide a luxury tea experience at a mass competitive cost?

The exquisite TGL Co. teas were sourced from plantations in India and across the world and were blended with various spices and herbs under the controlled supervision of culinary experts and botanists in Europe. This fine experience had to be translated into a luxurious packaging experience for the brand's new tea bags packaging. The brand wanted to stay true to its Indian roots along with having a global design perspective.

We created various packaging structures before finalizing one that made the packaging look larger than life and stand out amongst competition on the retail shelves and also provide a great unboxing experience for both D2C and retail consumers. We took inspiration from the national bird and took the deep peacock green as the neutral base color, combining it with bright Indian colors for different variants to create attractive colour combinations.

We combined the botanicals that go into the tea with Indian jaali design and royal botanical gardens to create a layered illustrative design much like the layered notes of the tea. The pull out tray in gold along with gold foil on the pack created a truly luxurious experience.

The individual sachets were designed with equal love and detailing, making them a great standalone piece of packaging. These sachets became super popular and found their way into India’s leading airlines, luxury hotels and on many influencers digital stories.

The flexible architecture helped the brand launch many new variants easily. Common base and sachets helped keep the packaging cost in check. The packaging was immensely popular and helped the brand grow many folds besides helping the brand win several awards like the Most Admired Startup of the Year of 2019 by IMAGES Group & Startup of the Year by Entrepreneur India.

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