Goodricke’s Assam Retail Range
Nestled in the heart of one of the world’s most prolific tea-growing regions, Assam’s connection to tea runs deeper than mere tradition—it’s a way of life. Here, “Saah,” as tea is fondly known, is woven into the fabric of socio-cultural events, serving as both an economic lifeline and a bridge that unites diverse indigenous tribes in peaceful coexistence.
When the Goodricke Group sought our expertise to craft packaging for their exclusive Single Estate teas from Assam, we embarked on a journey to create more than just a package. Our goal was to design a piece of Assam—a tangible keepsake that embodies the spirit of the land and its people.
Drawing from the rich cultural tapestry of the Axomiya way of life, we infused the packaging with colours and symbols that resonate deeply with the region. The auspicious red, so prevalent in local customs, symbolises prosperity, while the vibrant green mirrors the lush, sprawling tea estates that define Assam’s landscape. The copper hues, inspired by traditional vessels, reflect the warmth of Assam’s hospitality, and the deep blue pays homage to the serene waters of the Majuli River. Lastly, the regal purple echoes the elegance of the Mekhela Chadors, traditional Assamese attire.
To underscore the premium nature of these single-origin teas, we employed a sophisticated tone-on-tone black design, adding a layer of luxury and distinction. This choice not only emphasises the exclusivity of the product but also ensures that the purity and quality of these unblended teas shine through.
The front of each pack is a treasure trove for tea connoisseurs, offering detailed insights into the geographical origin, aroma, colour, and subtle tasting notes of each variety. Additionally, we included captivating snippets about the historic estates of Goodricke, offering a narrative that enriches the experience for collectors and tea lovers alike.
With this packaging, we’ve strived to encapsulate the essence of Assam, creating a sensory journey that begins the moment you hold the pack in your hands and unfolds with every sip.
