Goodricke’s Margaret’s Hope

Margaret’s Hope- Goodricke’s sprawling estate in Darjeeling has been adding mystique, charm and fine tea to Kurseong’s landscape since 1864.

The Tea People at Goodricke Group, decided to unveil a new Darjeeling tea—an orthodox, long leaf, single estate tea priced at around INR 7500 per kg, positioned between their Castleton and Badamtam varieties.

Our expertise in the tea industry allowed us to capture the essence of this premium offering. Through market analysis and competition research, we discovered that this tea caters to discerning consumers, akin to those who appreciate top-quality coffee beans and single malts. For them, we added little nuances to elevate the experience of holding the pack in their hands.

The colour scheme was carefully chosen from a moodboard of the Darjeeling way of life. The packaging was meticulously crafted as a sensory experience, resembling a book that opens to unveil the Estate’s history. Inside, the tea is packed in a classic kraft paper box, reminiscent of traditional tea packaging; with details like taste, terroir, and aroma,etc mentioned for connoisseurs, laid on the topographical map of the Estate.

The awe of witnessing the sun’s rays falling the Kanchenjunga at sunrise is embedded deep into the cultural fabric of Darjeeling. We wanted the pack front to mirror this magical moment. 

The pack also provides an opportunity for consumers to interact with the brand through all of their senses- sight, smell, touch, and taste .We added a feature on the pack to allow consumers to hear the sounds they would hear at the Estate. A simple spotify code on the cover, allows you to immerse yourself in the sounds of the hills as you are brewing your tea. 

So brew a cup, open the Spotify app and scan the code on the pack to hear the sounds of Darjeeling.

We were also responsible for the actual execution of the pack- from getting it print ready, to material selection, to test prints, to actual delivery of physical product  to the packing unit.