Tatsis Greek Mountain Herbs packaging focuses on capturing the aromatic essence of the herbs and their Mediterranean origin, while also informing people of their traditional medicinal and culinary uses. Overall, the design achieves visual harmony by combining simplicity and minimalism with bold colours that are reminiscent of Greek culture and art.
Three herbs were carefully selected for this brand – Greek mountain tea (Sideritis), Greek sage, and Greek oregano. These were chosen due to the fact that they are some of the most commonly used herbs in the region, and are unique to Greek culture. In creating the packaging for this brand, my goals were to build a brand image that is distinctly Greek. The customer must be able to walk into a store and feel confident that they are buying the authentic herbs that they are looking for.
My goal, therefore, was to ‘hint’ at a Greek style, and not necessarily present it stereotypically. I drew inspiration from the principles of ancient Greek architecture which stressed geometrical harmony and simplicity above all else – I knew the design should not be overcrowded, it should retain the bare essence of the product. Using Mediterranean colours was another way of achieving the desired style, and so for my three different herb packages I used the famous blue of the Greek flag, a green reminiscent of the herbs and trees, and a deep yellow representing the bright sun of the region.
The principal display panel is composed of a flap inserted into a cut-out box, which together compose a scene of aromatic steam rising from a cup. When opened up, the customer finds the herbs nicely packaged in cellophane wrap. The back panel consists of brewing instructions for tea, and a recipe for the oregano. There is also a nutritional facts table, as well as a description of the herb, its history, and medicinal uses.