Nerada Tea, a respected Australian brand with over 50 years in premium tea and herbal infusions, has partnered with Tweak to revitalise its brand image.The goal was to highlight Nerada’s craftsmanship while capturing Australia’s adventurous spirit. This involved a comprehensive packaging redesign to enhance visibility and recognition on store shelves.
Tweak’s collaboration with Nerada Tea began over a decade ago. Our partnership with Nerada started in 2013 when we redesigned their core range to give it a fresh, bold look that better conveyed the brand’s key attributes.
The new design aims to celebrate Nerada’s long-standing craftsmanship and align it with Australia’s adventurous character. The updated packaging enhances shelf presence and appeal while honouring the brand’s heritage. A key focus was to maximise brand impact and stand out on the shelf. This was achieved with vibrant colours and a clean layout; Inspired by a craftsman’s workbench, the deep green panel provides contrast with the Nerada logo and anchors all pack communication. The surrounding vibrant green leaf background connects with other packs on the shelf, creating a cohesive brand-blocking effect.
The design also introduced a “Premium Blend” tagline for the English Breakfast range, highlighted with a red accent as a category cue. The “Australian Crafted” roundel emphasises the brand’s heritage, while the Rainforest Alliance seal reinforces its commitment to nature.
Taste and visual appeal were also key factors. To achieve this, the packaging includes an image of a freshly brewed cup of tea. A rich tea colour without milk was chosen for the right tone, with spot gloss added for a liquid sheen that draws the eye, and the tea leaves in the foreground were given a just-picked look with additional spot gloss.
The packaging tells the Nerada story across all sides, with each panel reinforcing the visual identity and brand narrative. Through this thoughtful redesign, Nerada Tea and Tweak have strengthened the brand’s heritage and commitment to quality, ensuring it stands out on shelves and continues to resonate with Australian tea lovers.
Nerada English Breakfast Range was featured in PKN eNews 6 June and Food & Drink eNews 13 June
