More emotional, more modern and still concious of tradition
Hamburg, February 2019. J.J. Darboven announces another milestone in the 145-year history of its tea brand. With a contemporary new packaging design for EILLES TEE, J.J. Darboven succeeds in fusing of quality, passion and new emotion - while at the same time remaining true to its roots. Since the beginning of the year, all tea packaging has been harmonised in one classical and one young line in a flowing transition with a uniform design language that unites tradition and modernity in a simple and clear form. Even today EILLES TEE with its long tradition still stands for attractive, varied and needs-based offers in the HORECA sector. Thanks to the team behind EILLES TEE, caterers have a reliable partner at their side and can always benefit from the latest developments. In order to always meet the demand for individualisation and diverse applications in the hotel and gastronomy industry, the tea brand's range has expanded to include approximately 250 tea varieties: including organic, summer & winter varieties and specialities. EILLES TEE also offers the right solution for every concept thanks to its 9 different packaging types, from loose tea to infusion bags. These long-term developments are now meeting current trends: The latest "FoodZoom" study by Internorga in Hamburg shows that tea has long-term growth potential thanks to its versatile uses, for example as a spice or ingredient. Thanks its great aroma variety, tea is becoming increasingly popular. Another major trend can be seen in the growing needs of consumers: Nowadays they want to find out more about what they are served. The appreciation of younger target groups for colours and design has also changed. This is why in 2018 J.J. Darboven decided to give its EILLES TEE packaging an extensive makeover in order to continue to meet customer requirements in the HORECA sector in the future. One thing was always clear: The appearance should change, but the high quality and values of the brand should remain untouched, so that EILLES TEE also remains optimally positioned for the future. It was also important to the EILLES TEE team and to J.J. Darboven not to blindly follow a design trend but to express what they stand for: EILLES TEE is and remains a contemporary brand with high commitment to quality and tradition.
Extensive tradition and great expertise with new modernity
True to the "The best is just about good enough for us"-motto laid down by the founder Joseph Eilles, the redesign of the packaging was tendered for several agencies. The renowned Peter Schmidt Group was able to convince Heidrun Angerer, Executive Creative Director, with its concept. The strengths of the current packaging were used as a central memorable feature: the emblem & logo and the Racing Green colour pattern (New Market Green), which can be found above all in the classic line. A special feature is the additional colourful design of the new young line. "This packaging naturally stands for premium quality. It effortlessly addresses any age group - with a commitment to a young heartbeat," says Heidrun Angerer.
The newly designed packaging skillfully visualises the high standards and passion for tea that drives the EILLES TEE team every day. The new, puristic font conveys the decisive information in a clear and modern fashion.
Thanks to the harmonious interplay of present and future packaging, the redesign will take place as a soft launch in a smooth flow of implementation in order to qualitatively and sustainably bring the new packaging onto the market. The first implementation will start in 2019 with the Tea Diamonds® in the Luxury World Selection, then the other packaging forms will follow step by step.
J.J. Darboven was founded in Hamburg on 21 March 1866 by Johann Joachim Darboven. The successful Hanseatic family business is now managed by its fourth generation, Albert Darboven. With a comprehensive product range comprising coffee (e.g. IDEE KAFFEE, EILLES KAFFEE, Café Intención, Alberto, Mövenpick and Sansibar), tea (e.g. EILLES TEE, PLATEANUM) and cocoa (COCAYA), the company is the market leader in the catering sector and its coffee brands are also performing impressively in food retailing. J.J. Darboven stands for quality, tradition, and innovation. The group is currently active in ten European countries.
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