Redesign: the Dallmayr World of Tea

A new look with a focus on sustainability

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Quality is incredibly important to us – and that applies to more than just our coffee and tea. We are committed to high-quality, resource-friendly production processes in other areas, too – including in the development of our new packaging designs. Together with design agency fantomas, we have given our world of tea a makeover. In addition to introducing fresh visual elements, we have focussed on using materials that are as sustainable as possible.

Tea diversity with a new design

Tea tastes and preferences are just as varied as the beverage itself. But whether you prefer Oolong, Fruits of the Forest, Ginseng and Ginger, or Rooibos Vanilla, the beauty of drinking tea lies in its simplicity. All you need is a good product, a cup of hot water and a few minutes of your time. The redesign of our pyramid teabags puts all of these elements centre stage and illustrates what really matters: “The packaging’s focus lies clearly on the fundamental elements that make a tea what it is: the ingredients,” explains Lukas Nikol, Partner at fantomas.

Intricate illustrations depict the different varieties crafted by our tea manufactory in all their colourful diversity. The illustration style is reminiscent of the techniques common in botanical drawings and playfully combines various design elements to form a unified whole. The tea’s flavour, colour, and method of preparation are visible right away, and the packaging includes detailed background stories about the origin and composition of each respective tea.

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Did you know?

It’s a little-known fact that Dallmayr is the only coffee roasting business that also boasts several decades of tea expertise. The tea department was set up at the Dallmayr store in Munich in the early 1930s – at around the same time as the coffee department. Ever since then, we have purchased tea based on long-standing and trusted partnerships – and offer only carefully selected varieties from the world’s finest tea gardens. 

A number of classic black and green teas, herbal and revitalising teas, along with delicately flavoured fruit teas and Ayurvedic blends, are available in loose leaf form – around 50 in total. The design team has created a new look for those teas, too, with illustrations of deer, partridges, oak trees and marshland in the style of the precious Nymphenburg porcelain vases that have been a central feature of our tea department for centuries. 

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Colourful and sustainably packaged

In addition to the illustrative elements, the colour scheme was also a major focus for the new packaging design. “These special, vibrant colours create a modern overall design and grab people’s attention on the shelf, while the circular shape on the front of the packaging vaguely resembles a cup of tea from above,” explains Simone Werle, who earlier in life did her first internship behind the sales counter in the tea department, and now – as a family member and Head of Press, Communications and Social Media – was involved in the packaging redesign.

“The colours for each variety are based on the familiar colours of the old packaging, which helps existing customers find the tea they’re looking for,” says Lukas Nikol from fantomas. “In the interests of sustainability and better recyclability, we’ve also avoided the use of overly dark colours in the design.” The packaging materials are produced in a resource-friendly way, the teabag envelopes are recyclable and the folding boxes are made from renewable raw materials. The packaging is also produced with green electricity and can be disposed of in the wastepaper recycling bin. Although with such a beautiful design, who would actually want to throw it away?