Wow, awesome concept and it looks that it turned out great.
Congrats!
Hope you don't mind me asking some nerdery:
Does the final commercial product change much from the design?
Who has more creative input in the development, the art directors from the agency or that Ellie See - i believe she is credited as not in-house designer?
And what is your position at the agency?
Feel free to ignore me if I'm being too nosey.
Thanks guys. I appreciate it.
To answer your questions, this project went through a various forms before it ended up the way it is. While we thought of creating tea bags early on, we felt it was going to be impossible to execute. And we considered large format versions that would hang above the product in the isles of supermarkets. These would have featured more complex scenarios etc. However, when we took to the idea to Farrokh and Henry, they felt that we had to make it work with tea bags if the idea was to achieve it's full potential.
So we brought in more people from various departments to help shift it in the right direction. This included Ellie, a very talented designer that has done a lot of work for Nike. She tends to do a lot of specialist design work throughout the agency and she was intimately involved with designing the box and finalising some of the teabag designs that were originally developed by Chee Wee (Head of Art), Faris (Associate CD), myself (CD) and the top brass.
That said, Chee Wee probably had the most input design-wise, with Ellie and Pauline helping from more of a craft perspective. Henry (ECD) is art-based, so he had the ultimate say on all the designs. But a lot of people were involved doing all sorts of troubleshooting and selling to get the damn thing through the system in time and on budget etc. Especially Pauline, who tracked down the supplier and convinced them to help.
The main issue that we faced with the designs was that many of the more lateral or interesting thoughts that we had for the teabags were impossible to actually produce. And we tried. So we had no choice but to opt for very simple and perhaps less interesting designs. Although looking back on it, that may have stopped us from hurting the idea by cracking gags that were off brand.
And that's about it.
Sorry for descending into work-speak...
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