The Georgian tea which has been exporting abroad for a long time is available at home now, in Georgia, under the trade mark Gurieli Export. Ogilvy&Mather faced the complex working out of the creative concept of the tea brand, its identity and name.
The brand name was given after Gurieli dynasty which has been ruling for a long time in the western Georgia, a region which is famous for tea growing and manufacturing traditions.
RedWorks Studio has developed the identity and a story for the launch of the brand.
Symbolic of various ornaments has been always taking an important place in the art of the people of the Caucasus and Transcaucasia. Following this tradition, the packaging combines Georgian ornaments laid out of tea leaves. The logo is based on the stylized image of the duke Gurieli while tea ornaments are expressed in a national yet modern way.
For three kinds of tea – black, green and black tea with bergamot – three packages with various ornaments were created.
Package for black tea
Package for green tea
Package for black tea with bergamot
Gurieli Export: all SKUs
Gurieli Export was launched on the Georgian market by Geoplant Ltd. in the first half of 2010.
Creative team:
Creative Director: Will Rust
Art Director: Taras Dzendrovskii
Design Concept Creator: Nadia Diachenko
Designer: Palina Pliashchanka
Copywriters: Alexandr Katkov, Evgeniya Dzyubenko
Photographer: Evgen Krylov
Producer: Irina Pigal
Senior Account Manager: Alexandra Savonik
