Tea packaging ‘whistles’ when brew is ready

By Jenny Eagle

- Last updated on GMT

Tea packaging ‘whistles’ when brew is ready

Related tags Qr code

Pollard Boxes has partnered with Bernadine Tay on its Quinteassential tea range to create packaging that 'whistles' when a brew is ready.

The company has integrated a QR code on the back of each box with a piece of specially-tailored music that acts a timer – when the music is done, so is the brew. 

Luxury Packaging Awards

The pack is a finalist in the Luxury Packaging Awards, the winners of which will be announced in September.

pb2015.009 Signature Breakfast box front

Bernadine Tay, founder, Quinteassential, told FoodProductionDaily, attaching a piece of music to a QRcode is a new concept and one that has not been done in the tea industry.

Creating an experience was the brief from the start. There is great synergy between Quinteassential and Pollard Boxes as we were dedicated to creating a box that would not only communicate the quality of the teas, but encourage consumer interaction as well," she said.

Working as partners in innovation with Quinteassential’s design team, we achieved a multi-sensory experience with the size, material feel and creative QR code concept​.

Dynamic QR codes means that other interactive media such as videos can be included as well​.” 

Renowned artist Alberto Seveso

Each blend of tea carries a work of art on the pack by renowned artist Alberto Seveso and Pollard worked closely with the customer to minimise the cost of each different artwork for all the tea flavours. 

pb2015.009 Signature Breakfast box back

According to Tay, there is a demand for interactive packaging as brands are looking for a way to connect with their consumers using interactive packaging technologies. 

First, they are looking to provide greater appeal for their brand at the point of sale. This could be in the form of scannable codes, NFC [near field communication] or printed displays​,” she said. 

Second, they want to understand their customer better. By leveraging mobile technologies, it may be possible to gain critical insight into customer interests and behaviours​.” 

The paper selected is a specially coated 1200 micron white lined board for the box and lid with a 610 micron white folding box board for the shoulder. 

The lid wraps are four colour printed with matt lamination and gold foil blocking, while the shoulder features a metallic print with matt lamination and the unprinted box wrap is also matt laminated.

The vibrant colours stand out on the box for shelf appeal while the white, smooth, silky finish of the packaging creates a sense of cleansing.

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