The Eyesore.

How do you brand a product in a climate already saturated with that same product? The answer. You don’t. You let product brand itself. English Tea Culture swears by its premium quality yet could not get into a dense market without getting lost in the shelf. The idea here was to create a dimensional carton that popped out of the tins and rectangular dielines and drew in the obsessive tea leaf culture that could, and would appreciate what was in the box. Sometimes its worthwhile to judge a book by its cover.