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Out of the box. An intriguing line of reversible packaging.

Almond tea is packed in a box made from paper containing 15% of minced almonds. It’s similar with other flavours

 Tea drinking no longer must be boring owing to surprising packaging project offered by Grafanna group. Face images placed on reversible tea boxes depict two opposite emotional states – before and after drinking the flavoured drink. The “inversion” game, based on optical illusion, the use of ecological paper and digital printing are characteristic features of Turn up! line.

 

Turn up! is a series of innovative „reversible” packaging for five different types of energizing tea – four of them are aimed at women and the remaining one at men. Each blend has its own unique composition, which gives a variety of qualities: improves mood, reduces the exhaustion effects, stimulates concentration or helps with cold. The graphic side was designed in such a way to present in simple and funny manner the characteristics of each tea blend. Special face images were created, which can be reversed by 180 degrees and in one picture (depending on the position) show two opposite emotional states. 

 

Updise down

What differs this product from the competition is treating the box and the tea hanger as an interactive, almost multimedia gadget, instead of regular, static packaging. Each tea bag has an innovative and amusing label with “reversible” face. The moment the bag is put into the mug the face on the label is sad and tired, but during the tea making, when the label falls freely at the cup/mug side, the face becomes cheerful, relaxed and full of positive energy. According to the designer- Grafanna group from Poland - it is the first packaging in the world that interacts with the consumer without sending any codes, text messages, links or additional devices. Everything happens on the shop shelf or after the purchase: directly on the table at home or at work. Turn Up! line is also innovative when it comes to technological solutions and materials that were used. Packaging was made from utterly ecological paper FAVINI (Crush), awarded during LuxePack exhibition in Monaco for its ecological features. Each tea portion was packed in a box made from paper containing 15% of minced fruit, which are one of the tea ingredients as well (almonds, nuts, kiwi, citrus, guarana). The printing was done with digital HP Indigo in five colours: CMYK + WHITE.
 

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Editor's note

Who are we?

It protects, expands the expiry date, persuades. Packaging. Influenced by an intriguing design, often we decide to buy something on impulse, that wasn’t to be found on our shopping list. We are tempted by their beautiful forms, intrigued by embossed printing made by innovative, cutting-edge technology and by the use of unusual materials.

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