Hands holding cans of Dilmah iced tea

Fresh from the Field – Dilmah “Flavours with Impact” – Brave Digital

3 weeks ago by

Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Aotearoa Design Assembly community.

Breaking convention by freeing from the Dilmah wordmark, the team at Brave Digital walk us through their recent work developing the new ‘Flavours with Impact’ identity for Dilmah.

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The Brief

Dilmah is a household name in New Zealand, ever since founder Merrill J. Fernando invited us to ‘Do Try It!’ over 30 years ago.

With a firm hold as the number one tea brand in the country and the most trusted tea brand for the last 8 years, Dilmah wanted to create a range of products to help connect with a broader and younger audience.

The strategy rested outside of traditional ‘Cuppa Tea’ moments. Entering a new RTD beverage category, new formats, bold new flavours, and ‘on the go’ occasions meant more reasons to enjoy their Single Origin Ceylon Tea.

Our creative brief was to develop a compelling brand and packaging design that looked unique and delivered a range that highlighted flavours, and taste, but also needed to represent the exoticness of Sri Lanka and the impact that Dilmah has on the world.

'Flavours with impact. Every sip helps make our world better. Join our commitment with 15% of our profits behing shared with those that need it most, and caring for our environment' image of hands holding new Dilmah iced tea and soda cans and bottles.
Illustration graphic and text breaking down the meaning of each illustrative element. 'rolling hills represent the terraced Sri Lankan Fields'

The Design Response

Dilmah is an ethical brand that donates 15% of their pre-tax profits to those who need it the most; people, wildlife and the environment. This is all driven from their philosophy that “Business is a Matter of Human Service”.

When creating our design systems, they needed to convey this message in a way that allows the brand to showcase its connection to this wider humanitarian meaning.

First, we developed a verbal identity for the brand centred around “Flavours with Impact” a clear message that sparked our creative approach. We then broke convention by freeing the Dilmah wordmark from its current housed identity and pairing it with a heart to symbolise their care for the people and the planet.

This led to the development of a loose illustrative style, with carefully curated compositions of elements that represent meaningful parts of the Dilmah brand story and products, and also influenced by the beautiful colours of Sri Lanka.

Elevated tea fields, from where they nurture and grow their tea. Elephants, native birds and plants represent their commitment to the environment, fruit and spices like Grapefruit & Cardamom showcase their natural flavours. All anchored with a nurturing arm to show the handpicked care in selecting only the finest single-origin tea.

Inviting the consumer to Discover a refreshing new world of tea.

Images of Dilmah tea harvesters in the field and images of Dilmah's new line of iced tea in cans - blood orange, peach, pink grapefruit & rosemary, & lemon.
illustrated graphic of birds and plants with image of can with illustration on it.
Image of different iced tea packaging designs
Image of Dilmah tea soda packaging
Dilmah soda and iced tea poster design mockups

The Design Team

The Brave Digital team

https://bravedigital.nz

The Client

MJF Beverages

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