For decades, the Red Dot Design Award has provided a platform for creative companies and their people to measure themselves against the top names in the industry. In 2015 alone, Red Dot received more than 17,000 applications from 70 countries. This makes the competition, which comprises of three categories; Product Design, Design Concept and Communication Design, one of the world’s largest design competitions.
Red Dot Awards: Communication Design stands for the best international campaigns, marketing strategies and communication solutions. With entries submitted from 46 nations the jury was selected for their influence, neutrality and global competence. The chosen members comprised of outstanding designers and respected design professors from 13 countries. Together they chose Tea Quiero as a winner.
Exit Communicatie created the Tea Quiero brand from the seed of an idea for parent company Catunambú - Spain’s premium coffee brand.
Catunambú’s expansion plan had an initial focus on launching in the Netherlands with the objective of achieving market penetration through sales channels that included premium coffee shops, restaurants and large corporate and government offices.
The challenge was made especially tough given the established coffee giants that dominate this market also offer a complimentary tea product to support brand acceptance, loyalty and customer preference. It was imperative that Catunambú offered a similar product portfolio in order to claim their place in the market. This is where Exit Communicatie recognized an opportunity and got to work.
Starting with a blank canvas we created and registered the name Tea Quiero (Spanish for “I Love You”). The brand identity and packaging design was then developed with inspiration coming in the form of Andalusian architecture and ceramic design found in coffee shops and tea houses in Southern Spain – the spiritual home of the brand.
All 8 flavours carry their own unique Andalusian tile design and all are named after areas within the region. Each individual pack carries a story of the tea, the blend and the place of origin – to enlighten and engage with the customer.
Tea Quiero is a unique tea brand, blended with organic and ethically sourced ingredients from Fair Trade farmers. Initially created to wet the appetite of the Dutch customer, it is now being enjoyed by people with taste, globally.