Millford's tea packaging designs for the new Etos tea line cleverly incorporate different moods visually into the product with elegant paper cut outs. The mood-reflecting packaging speaks well to the brand's attempt to market various teas for different occasions and emotions.
While most tea branding is based on ingredients, the Etos tea takes a unique approach tailoring its flavors to different emotions. The packaging uses colored cardboard and various cut out shapes to highlight the tea's focus. For example, one tea is called Love and comes with a red lid over a white box with a cut out heart that frames the words "cup full of love." The minimalist packaging focus on color, emotion and aesthetic rather than flavor or ingredients.