Project Overview Conceptual packaging design exploration for a premium loose-leaf tea brand, investigating direct screen printing on metal tins combined with flexographic printed labels for a cohesive, high-end presentation.

Project Details

• Timeline: 2018
• Role: Package Designer / Production Artist
• Type: Design exercise and production method exploration
• Deliverables: Tin packaging design with direct screen printing specifications and coordinating lid label

Design Brief Develop packaging for a specialty tea company that emphasizes origin storytelling and evokes the landscape where each tea variety is sourced. Explore cost-effective production methods combining direct tin printing with label applications to create premium presentation within practical manufacturing constraints.

Product Concept: Wandertea

Brand Positioning:

• Premium loose-leaf tea emphasizing terroir and origin
• Adventure and exploration themes connecting consumers to tea-growing regions
• Artisanal, small-batch aesthetic
• Environmentally conscious through reusable metal packaging

Product Showcased:

• Variety: Rooibos Chai
• Origin: South Africa
• Essence Number: 31 (suggesting curated collection)
• Format: Loose leaf tea, 5 oz.

Packaging Design Strategy

Visual Concept: The design captures the essence of South African landscape through:

• Gradient landscape illustration: Layered mountain silhouettes in warm golden-to-cream tones suggesting sunrise/sunset over terrain
• Color palette: Warm amber, golden yellow, cream white—evoking both the tea itself and the African landscape
• Typography: Mix of script and handwritten styles suggesting artisanal, personal curation
• Information card aesthetic: Product details presented in vintage-inspired label format overlay

Structural & Format Specifications

Primary Container: Metal Tin

• Format: Square tin with rounded corners (approximate 3.5″ x 3.5″ x 4″ height)
• Material: Tinplate or aluminum
• Finish: Gold metallic base (tin’s natural finish or base coat)
• Closure: Fitted lid with slight lip
• Capacity: 5 oz. loose leaf tea

Lid Design:

• Format: Square with rounded corners matching tin footprint
• Label application: Flexographic printed pressure-sensitive label
• Design: Repeats landscape gradient and product information from tin body
• Finish: Matte or soft-touch coating for premium tactile experience

Production Method Exploration

Direct Screen Printing on Tin:

Advantages:

• Durable, scratch-resistant graphics
• Excellent color vibrancy on metallic substrate
• Cost-effective for medium to large production runs
• No label edges to peel or collect moisture
• Premium, integrated appearance

Technical Considerations:

• Limited to 1-4 colors (each color requires separate screen)
• Registration challenges on curved or complex surfaces
• Requires specialized tin printing equipment
• Best for simpler graphics with solid colors or gradients
• Tin must be printed before forming (flat sheet) or requires cylindrical press

Production Specifications for This Design:

• Color separations: 3-4 color screen print
  • Color 1: Deep golden/amber (mountain base layer)
  • Color 2: Mid-tone golden cream (middle mountain layer)
  • Color 3: Light cream/off-white (sky and foreground)
  • Color 4: Charcoal or dark brown (typography and line work)
• Substrate: Pre-formed square tin with gold metallic finish
• Print area: Four sides plus base if desired
• Registration marks: Critical for multi-color alignment on metal surface

Flexographic Printed Lid Label:

Advantages:

• High-quality color reproduction including gradients
• Faster turnaround than tin printing for variations
• Easy to update or customize (seasonal varieties, limited editions)
• Can include variable data (batch numbers, dates)
• More color options without additional setup costs

Technical Considerations:

• Requires proper adhesive for metal surface
• Must withstand moisture from tea storage
• Edge durability considerations
• Size must account for tin rim and fit tolerances

Production Specifications for Lid Label:

• Printing method: Flexographic on pressure-sensitive label stock
• Material: Premium paper or film with moisture-resistant properties
• Adhesive: Permanent, suitable for metal substrates
• Finish: Matte varnish or lamination
• Die cut: Rounded square matching lid dimensions with bleed
• Colors: 4-color process (CMYK) to match tin gradient palette

Design Elements & Information Hierarchy

Typography System:

• Brand name “Wandertea”: Vertical orientation on tin side, clean sans-serif
• Product name “Rooibos Chai”: Script font suggesting handcrafted, personal curation
• Origin “South Africa”: Handwritten style reinforcing authenticity
• Supporting information: Clean sans-serif for “loose leaf teas,” “5 oz.”
• Essence number: Small, subtle detail adding collection context

Information Card Element:

• Vintage card aesthetic overlaid on landscape
• Contains: Essence number, product name, origin
• Suggests premium, curated collection approach
• Creates focal point for essential product information

Landscape Illustration:

• Abstract, layered mountain silhouettes
• Gradient treatment from warm amber (base) to light cream (sky)
• Minimalist approach allowing typography to remain legible
• Evokes specific regional landscape while maintaining clean, modern aesthetic

Color Palette & Brand Psychology

Primary Colors:

• Golden amber: Warmth, richness, tea color association
• Cream/off-white: Purity, simplicity, premium quality
• Metallic gold (tin base): Luxury, value, preservation

Psychological Impact:

• Warm tones create comfort and approachability
• Landscape imagery evokes adventure, origin, authenticity
• Metallic packaging suggests premium product worth preserving
• Gradient subtlety implies sophistication and restraint

Technical Design Execution

File Preparation for Tin Printing:

• Created flat dieline showing all four sides and base unfolded
• Color separations for each screen printing layer
• Halftone specifications for gradient transitions
• Registration marks and crop marks
• Trapping specifications where colors meet
• Knockout areas for overprinting considerations

File Preparation for Lid Label:

• Standard label dieline with rounded corner die cut
• Bleed specifications (typically 0.125″)
• Safety zone for critical text and graphics
• High-resolution gradient artwork (300 DPI minimum)
• CMYK color builds matching tin Pantone colors as closely as possible

Mockup Creation:

• 3D rendering showing tin from multiple angles
• Realistic metallic substrate simulation
• Shadow and lighting demonstrating dimensionality
• Presentation on brand-coordinated background color

Production Method Comparison

Why This Hybrid Approach:

Tin Body – Screen Printing:

• Main branding and landscape imagery remain consistent across product line
• Durable application withstands handling and reuse
• Premium integrated appearance
• Cost-effective for base design that doesn’t change

Lid – Flexo Label:

• Easy to vary for different tea varieties
• Can include batch-specific information
• More economical for small-batch or seasonal products
• Faster production turnaround for new varieties

Alternative Methods Considered:

Full Wrap Label (Not chosen):

• Pros: Easier variation, full-color capability
• Cons: Less premium appearance, edges can peel, less durable

Full Direct Print (Not chosen):

• Pros: Most integrated appearance
• Cons: Expensive for variety changes, longer lead times, limited color options

Digital Print on Tin (Not chosen):

• Pros: Full color, no plate costs
• Cons: Less durable than screen print, higher per-unit cost, limited vendor availability

Skills Demonstrated

• Multi-substrate packaging design
• Understanding of various printing methods and their applications
• Strategic production method selection based on cost and quality
• Metal packaging and tin printing knowledge
• Label design and specification
• Brand storytelling through package design
• Color palette development and application
• Gradient design and screen printing separation
• File preparation for specialized printing processes
• 3D mockup creation and presentation
• Production feasibility analysis

Design Exercise Learnings

Production Method Insights:

• Hybrid approaches can optimize both cost and quality
• Direct printing on containers creates premium perception
• Labels provide flexibility for product line variations
• Material choice significantly impacts brand positioning

Design Considerations:

• Reusable packaging encourages brand loyalty and sustainability
• Origin storytelling creates emotional connection
• Minimalist illustration can be more effective than photography for certain products
• Typography variety adds artisanal character while maintaining professionalism

Portfolio Significance

This conceptual project demonstrates:

• Advanced understanding of specialty printing methods
• Ability to design for non-traditional substrates (metal)
• Strategic thinking about production efficiency and cost
• Package design that balances aesthetics with manufacturing reality
• Brand development for premium consumer goods
• Technical knowledge translating across packaging formats

Professional Value

Wandertea packaging showcases ability to:

• Explore and specify advanced production techniques
• Design for metal and specialty substrates
• Balance premium aesthetics with practical production
• Create cohesive design systems across multiple manufacturing methods
• Understand cost implications of various printing approaches
• Develop packaging that tells brand story effectively

Application to Production Roles

This project is particularly relevant for senior production positions because it demonstrates:

• Deep knowledge of printing processes beyond standard packaging
• Ability to specify appropriate methods for different project components
• Understanding of how production choices impact budget and timeline
• Technical file preparation for specialized manufacturing
• Problem-solving through hybrid production approaches

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