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Tetley was looking to display its Navy Label collection in a manner that would clearly differentiate its premium line and other categories of tea. This meant the packaging had to have its own unique graphics to stand out on shelves as something new from the trusted Tetley brand. Tetley’s core branding, elegant designs were colour coded for each of the three flavours. A gable top lid was used to enhance the packaging’s presence on shelves and create a prominent space to highlight the global logo and Tetley Navy Label Collection wordmark.