Welcome to the magical world of SPECIAL.T. Each individual type of tea has a one-of-a-kind personality, while every single one is cohesive and clearly keeps the brand looking consistent. B&B packaging design company developed the new look for this premium tea capsule brand from Nestlé, creating distinct, striking images that tell consumers more about each tea. Each variety features a different animal, which not only reflects the taste of the tea but gives consumers unique personalities to choose as their favorites.

雀巢的優(yōu)質(zhì)茶膠囊系列SPECIAL.T以具有標(biāo)志性的，顛覆性的全新形象重新推出市場。設(shè)計是由 B&B studio包裝設(shè)計公司完成的，他們把這個品牌充滿魔力的神奇世界展現(xiàn)在消費(fèi)者面前。設(shè)計靈感來源于迷人的SPECIAL.T世界，最初是為線上電商和廣告渠道設(shè)計的，設(shè)計載體是產(chǎn)品外包裝設(shè)計。B&B 包裝設(shè)計公司的設(shè)計任務(wù)還包括品牌的膠囊和機(jī)器包裝，傳達(dá)出SPECIAL.T茶的制作過程簡單到只需按一下按鈕。

“Nestlé’s premium tea capsule system SPECIAL.T has relaunched with an iconic and disruptive new design by B&B studio, which brings the brand’s magical and fantastical world to life for consumers. The design takes inspiration from the enchanting SPECIAL.T world, originally created for online and advertising channels, and communicates it through packaging. B&B studio was also tasked with creating a new look for the brand’s capsules and the machine packaging, to deliver SPECIAL.T tea expertise direct to the consumer with just the touch of a button.”

從不斷擴(kuò)大的魔力世界汲取靈感，以此幫助品牌在線上和廣告渠道的展示。膠囊系列每個獨(dú)立產(chǎn)品的包裝展示了其獨(dú)特的口味，起源和益處。此系列彼此保持統(tǒng)一，也很容易辨識。每種茶都有自己清晰而獨(dú)特的大膽個性。

“Taking the cues from the expansive magical world created to support the brand online and on advertising channels, the capsule packs each feature a distillation of the individual tea’s assets to express the flavour, provenance or benefit of each drink. The range is now cohesive and easy to navigate, yet each tea has its own distinct and bold personality.”

圖像有裹著頭巾的老虎的伯爵茶，還有包含火烈鳥和葡萄柚圖像的粉紅葡萄柚茶。其它世俗的圖像用戲劇化的形式表現(xiàn)每種茶背后的變體，提高茶的專業(yè)性和其價值，在更廣范圍內(nèi)清晰地展示茶的區(qū)別所在。

“Images range from a tiger wearing a turban on the Earl Grey pack, to a flamingo-grapefruit hybrid for the Pink Pamplemousse infusion. The otherworldly imagery dramatises the concept behind each tea variant, enhances tea expertise and values, and offers clear differentiation within an extensive range.”

為了讓品牌更突出且具有更高的辨識度，同時也為了給品牌創(chuàng)造更長久地品牌形象，一個放大后獨(dú)立的“T”放置在包裝的正面。T覆蓋掉了充滿想象力的圖像，傳達(dá)出和品牌的聯(lián)系?！癟”也出現(xiàn)在包裝的頂部，以此模仿機(jī)器的制作按鈕，同時在開口上也和這個“一鍵系統(tǒng)”相呼應(yīng)。

“To increase brand standout and recognition, as well as to create a strong icon for the brand, an enlarged and isolated T from the logo is positioned on the front of pack. The T overlaps the enchanting imagery, illustrating the connection with the brand. The T also appears on the top of pack, replicating the machine’s tea-making button, as well as on the opening mechanism to echo its one touch system.”

Logo上面的葉形飾和浮雕紋理加強(qiáng)品質(zhì)感。色彩編碼背景把這個系列的茶從其他類別中區(qū)分出來：黑色，茶，綠色，白色，藍(lán)色，博士茶，水果，各種草本，形成了簡單的導(dǎo)航。高品質(zhì)的表面肌理增加了奢華感。

“Foiling on the logo and an embossed texture reinforce the premium look. Colour coded backgrounds differentiate the ranges into types of tea: black, tea, green, white, blue, rooibos and fruit and herb infusions, promoting simple navigation, while premium finishes add a touch of luxury.”

茶的葉子和花傳達(dá)出產(chǎn)品的自然品質(zhì)特點(diǎn)，以及茶文化和品質(zhì)感。打開包裝后可以看到關(guān)于魔力世界的更多細(xì)節(jié)，提供了一種探索的體驗(yàn)。包裝同時傳達(dá)出使用的便利性，引導(dǎo)消費(fèi)者訪問其官網(wǎng)，那里總共有35種茶在售。

“Tea leaves and flowers communicate the products’ natural qualities, tea values, and premium feel. Opening up the packs reveals further details from the magical world and provides a sense of discovery. The packaging also communicates the ease of use and drives consumers to the website, where a total of 35 SPECIAL.T varieties are available.”

B&B studio包裝設(shè)計公司的創(chuàng)意合伙人Shaun Bowen說道：“ SPECIAL.T的神奇世界那時候等待著我們來捕捉并把他們轉(zhuǎn)變成高辨識度的美麗包裝。我們有能力把高品質(zhì)茶品牌的精髓傳達(dá)出來，同時在不同的茶種類中體現(xiàn)連續(xù)感，以此表達(dá)出完整的SPECIAL.T體驗(yàn)。”

Shaun Bowen, Creative Partner, at B&B studio, said, “The wonderful world of SPECIAL.T was ready to be captured and transformed by us into distinctive and beautiful packaging. We were able to communicate the intrinsic premium qualities of the tea brand and also bring some consistency across the various teas to express the full SPECIAL.T experience.”

雀巢的Marie-Pierre Ambroggi 說道：“B&B幫助SPECIAL.T朝向完美而又簡單的飲茶體驗(yàn)發(fā)展。清晰的分割，簡單的導(dǎo)航，更緊湊更有創(chuàng)意的盒子，這些因素把品牌帶到了更高的層次?！?/p>

Marie-Pierre Ambroggi from Nestlé added, “B&B has helped evolve SPECIAL.T towards a more perfect and simple tea experience. Clear segmentation, easier navigation and more compact and creative boxes come together to take the brand to the next level.”

改進(jìn)后的SPECIAL.T包裝系列十月份在歐洲的幾個國家上市了。同時2017年在日本和法國推出。未來品牌還有推出限量版茶包裝設(shè)計的計劃。仍然由B&B studio包裝設(shè)計公司擔(dān)任設(shè)計。

“The revamped SPECIAL.T packaging range launched in a number of countries across Europe in October, but will roll out in Japan and France in 2017. There are also plans to launch limited edition packs, with design by B&B studio, in the future.”

備注：文章翻譯整理，尚略廣告公司上海包裝設(shè)計公司設(shè)計部，

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