Packaging Tips for Premium Teas
How should you package your super-premium, single-harvest, hand-made, limited-edition, classical loose leaf teas, which represent the very finest available? Here are a few things to consider:
Q: Who is the target audience?
A: Two target audiences often want different things. The first group consists of real tea connoisseurs who know what they're looking for and are comfortable buying a $200 tea from someone who doesn't speak English. The second audience is mid-20s to mid-40s, mixed gender, well educated, and sophisticated. These are people who like the natural, healthy, environmentally friendly ethos of Whole Foods but also like the fact that Whole Foods is extremely clean, well lit, and meticulously merchandised. In other words, highly produced and staged "trendy natural.” One audience "gets it", the other has the money and a self-image that wants to get it or at least look like they do.
Q: What is the message?
A: Premium, small lot, hand-picked and processed, traditional, authentic, exotic... In a world of tea blends that are Western representations of the conventional beauty and romance of tea, these are the real deal. If the loose tea at Whole Foods is Panda Express, this stuff is like having dinner in Chinatown at a place where no one speaks English.
Q: What does a connoisseur look for that other tea drinkers don't?
A: Casual drinkers are into obvious flavors and just enough "authenticity" to make them feel like they're being different/healthy/trendy. These are people who love and are proud to know the up-and-coming pop musicians. They think they are on the cutting edge. Connoisseurs are into deep niches and nuance. The shape of the leaf in a Wuyi or the Muscatel notes in a first flush. Connoisseurs "like" nuances and flavor notes that might not even taste "good" to them because they are supposed to be there, and they are the sign of an excellent tea. Continuing the music analogy, these are people who are into obscure niche bands or sit with their eyes closed following the cellist in a piece of classical music. They appreciate the nuance and are bored by the obvious and straightforward.
Q: Describe the proper aesthetic of "premium" tea packaging.
A: Natural, rough, traditional, classical, old, and clean. There are no inclusions (fruits, flowers, etc.) in this tea, so it's all about the leaf and/or the garden. For me, the balance is like a rough-hewn dining room table carved from a single giant tree with all of the rings and rough edges intact. But that beautiful, natural table is displayed in the pristine cleanliness and meticulously staged setting of a brightly lit William Sonoma store.
Q: What type of marketing copy do we include?
A: Skip the marketing copy. Just describe the tea! For example, here is the cupping description for one of these beautiful teas (you'll have to check the website in a few weeks to see which one): The aroma rising from the wet leaves is bright and brisk with incredibly high notes that awaken the palate. The flavor of the warm, golden-green liquor is softly sweet and floral, lingering on the tongue like the sensory memory of lilac, lemongrass, and sunshine. We highly recommend a second steeping, which will fully unfurl the leaves and floral character of this exceptional tea.
Q: What material to use?
A: This is a tough one. A true connoisseur is fine with simple packaging so long as it is air-tight and includes a detailed description of the tea's origin, the flavor profile, and brewing instructions. The "luxury customer" will want to see premium packaging to go along with the premium price tag. This is especially true if the tea is to be given as a gift.