Vibe Was Designed in Response to a Preference in Russian Tea Over Vodka

By: Laura McQuarrie - Published: Jun 12, 2014 • References: facebook & thedieline
By default, it seems fairly safe to assume that something alcoholic is the drink of choice for nightlife, but there are a growing number of teens who are taking a liking to Russian tea, so much so that it's being chosen over vodka.

Inspired by the colors and shapes of a music equalizer, Moscow's Jekyll Hyde Agency developed Vibe, a cool, colorful and hip tea packaging system specifically for music festivals and nightclubs. The tea box itself is white and the vibrancy of the design comes from the individual tea packets themselves, which are arranged in subtle gradating patterns. As well as being highly aesthetically pleasing as a whole, each individual tea packet's color is representative of its type, such as Red, Brown, Black, Mint or Milk tea. Stats for Nightclub Tea Packaging Trending: Older & Buzzing
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Concept: "russian Tea"
Related: 73 examples / 56 photos
Segment: Neutral, 12-35
Comparison Set: 27 similar articles, including: cleverly evolving tea campaigns, tea-brewing machines, and stylish glass kettles.