Despite a rich heritage going back to 1904, Joko needed to upgrade in response to increasing pressure from competitors and slowed growth.

Rejuvenate the packaging, bringing modernity, strength and premiumness to the brand. Additionally increase standout on shelf; improve differentiation between bag and loose tea; and to dial up the taste appeal.

We introduced movement and energy into a previously rigid pack. A lock-up creates a strong visual anchor for the design, housing a newly refined Joko logo. The use of interacting layers and colours within the background add depth and reflect the ‘steeping’ process that releases the flavour and uplifting qualities of tea.

Overall the dynamic new pack brings to life the brand message of ‘strong enough to give you a lift’ and re-establishes Joko as a leader in the category.