keep it simple.

Although I wasn’t exactly sure what rooibos tea was when I bought this, the packaging (designed by the good people at Pearlfisher) made it irresistible. And actually, as it turns out, I really quite like the stuff. Apart from the background being a perfect shade of orange, the anthropomorphic, hand-drawn type has an arresting, child-like quality, which cleverly suggests the tea’s natural, organic provenance. The doodle-like illustrations not only convey energy and fun, but show you that you’re about as far away from a slick, processed drink as you could be. The copy wasn’t bad either, personable without trying too hard:

“Here at Kromland Farm, we’ve been cultivating rooibos since 1902. But that's nothing – South Africa’s indigenous Khoisan people have been enjoying its rich flavour and potent heath benefits for millennia”.

Unfortunately, it seems I won’t be. Sainsbury’s seem to have stopped stocking Kromland Farm.