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.
Nightclub Tea Packaging
Vibe Was Designed in Response to a Preference in Russian Tea Over Vodka
Trend Themes
1. Russian-tea Trend - The growing popularity of Russian tea among teens presents opportunities for businesses to develop innovative tea products and experiences for this market segment.
2. Music-festival Packaging - Creating cool and colorful packaging systems, inspired by music equalizers, specifically designed for music festivals and nightclubs can capture the attention of young consumers and enhance their tea-drinking experience.
3. Color-coded Tea Packaging - Developing tea packaging systems that utilize color coding to represent different tea types can simplify the selection process for consumers and create a visually appealing brand identity.
Industry Implications
1. Food & Beverage - The food and beverage industry can benefit from the Russian-tea trend by introducing innovative tea products and marketing strategies to attract the growing number of teens opting for tea over alcoholic beverages.
2. Packaging - The packaging industry has an opportunity to design visually appealing and functional packaging systems that cater specifically to the needs and preferences of the music festival and nightclub scene.
3. Event Planning - The event planning industry can explore partnerships with tea brands to incorporate tea experiences into music festivals and nightclubs, providing a unique and refreshing offering for attendees.