Client: NutriSari - PT Nutrifood Indonesia | Year: 2015 - 2016 | Role: Art Director
Photographer : Rikky Lin | Digital Imaging: Dwitama Alfred
NutriSari Tea is a healthy instant refreshment beverage tea with a distinctive sweet fruit taste, with three different flavors: Lychee Tea, Lemon Tea, and Sweet Tea. The design is packaged in the form of a box and sachet packaging designs.
The inspiration for the design came from the tea leaves itself, to represent something natural and fresh, with a minimalist concept by using vibrant color to make the design looks modern and stand out in Indonesia's traditional market. Fruit slices, tea leaves, and tea splashes put together as the key visuals for the brand, enhancing the natural ingredients in attractive presentations.
The big challenge was how to juxtaposes a modern design concept but natural imagery that attractive in the supermarket for a new powder tea packaging brand, but it must also be outstanding in Indonesia’s traditional market and compete with all existing teabag packaging designs. The package is dense with information, it became a challenge as well to make all texts and information to be fit in both sides of the small size of the sachet but still use reasonable and readable font size. A tight deadline for four days to prepare the design pitch presentation and compete with a few designers/agencies was something that makes this packaging special and satisfied the designer. The design is still using the original pitching concept without changing significant revision until the client produced and released the product.
For the design guidelines and brand identity, the concept was still emphasized splashes, fruits, ice cubes and the product itself, combined with green as the main brand color representing freshness.
The project started in August 2015 and the final design finished in December 2015, the products were released in May 2016 in Jakarta, Indonesia.
