PKN was intrigued about the decisions that led to the packaging of new product, Trumpeters Ice Tea. The bottle and its labels are a little bit trad and a little bit avant-garde, with an undisguised reference to beer. Rather like the product itself.
We asked Hayden Newton, founder & owner of Trumpeters Ice Tea:
PKN: Tell us where the idea to use a clear label with metallics came from and what challenges it created.
HN: We decided to use a clear label as we thought this would accentuate the organic nature of the tea we use. We thought the use of metallics would add a touch of pop/bling. These two aspects in combination work well as the labelling is not too “in your face”, but has enough contrast to look good in the hand.
In regard to the bubble effect you noticed on the neck label, we weren’t aware this would occur. Our label suppliers hadn’t produced metallics on clear labels before so it was a learning curve for both of us. Our contract packaging company uses a high speed bottling line where the labels are applied using small brushes.
PKN: What led you to mimic a beer bottle and label?
HN: The nature of a vodka product does lend itself to a clear bottle, but there are a couple of reasons why the craft amber was more suitable. Because, we use real organic tea leaves, we were keen to protect the integrity of the subtle flavours by not exposing the beverage to light. And as a new concept, we knew it would be difficult to get national distribution through the major chains straight off the bat. So our strategy has been to build our following though a select on-premise market. The venues we’re selling to prefer the craft look that we’ve produced – and so do their customers.
PKN: If a craft beer is about being seen holding the right bottle and cider is about being in the know about what's hot right now... what is the intention behind Trumpeters packaging and brand design?
HN: As we’re sort of pioneering the alcoholic iced tea market we were keen to draw on design elements that would give Trumpeters a look of familiarity. Trumpeters was named after, and developed through, inspiration taken from the prohibition era cocktails and therefore it was easy to develop the look from influences of this time. The art design and use of metallic is a direct reflection of the themes and styles from that period.
PKN: What other aspects of the packaging were in your focus?
HN: The 4 pack wrap. We're both an on-premise and off-premise product, so the use of a 4 pack wrap that was clear and concise was very important to us, the 4 pack being used for the retailers.
Credits:
Design: Street Ink, Collingwood (Baly Gaudin, Beech Watts)
Packaging: Asahi Premium Beverages
