URUMA- Pure Ceylon Tea

Heritage Package Design...

A new look, a new logo, a new portfolio structure-our work with “Uruma Pure Ceylon Tea” helps increase sales and market share.

 

Challenge

With the heritage of pure Ceylon tea, Rithma plantations asked Burgundy to streamline its portfolio and differentiate it’s from competitors. The challenge was to create a novel brand name and the package look and feel.

 

Creation of “URUMA”

In over one hundred and fifty years, the name Ceylon had become synonymous with the world’s finest tea. In the world’s eye and tongue, Ceylon was tea and tea was Ceylon. What Rolls Royce is to cars, Rolex is to watches, Havana is to cigars and Scotland is to whiskey; Ceylon is to tea.

Therefore, we decided to call this new tea brand Uruma with the meaning of “heritage”. They used the finest Ceylon tea freshly from their well-maintained plantations to keep the consistent quality and standards. Since the behind story of Uruma needs to be reflected in their brand look and feel we looked at Sri Lankan cultural element which could we get inspired to bring out the essence of Uruma Pure Ceylon Tea.

 

Designing the shelf look

URUMA’s brand promise focuses on bringing the greatest quality tea to people’s lives. Consumer research proved that even though there are many tea brands in the market, still people are not happy with the finest quality. Burgundy realized that by bringing these heritage, quality and pureness equities to life on-pack and creating distinct, ownable graphic lockup between culture and Uruma tea, we could strengthen the brand, allowing it to contend more effectively with private label brands and other competitors.

 

Culture-Tradition-Beliefs

Uruma Pure Ceylon Tea Logo

Focusing on Uruma-owned equities of culture, tradition, trust, quality, we looked at elements to get inspired for design.

 

Kadupul: The kadu-pul (sword-fruit) belongs to the naga-world, and occasionally represented on vihara walls. “They worship him thus-The gods with Heavenly flowersThe Asuras with the Sith Palol flowers The Nagas with Kadupul”.

In Sri Lanka, Kadapul is considered to be the legendary flower, associated with Nagas. It is said to be a flower descended from heavens, and when it blooms, it is believed that Nagas come on Earth from their heavenly abodes to pay homage with it to Lord Buddha, who is meditating on the holy mountains of Sri Pada.
The blooming season of the flower coincides with the pilgrimage season of Sri Pada, lending belief to the whole story. A Trinity Of An Era inspired the packaging: Etched In Stone, Built-In Brick And Carved In Wood in Ambekke Devalaya, Kandy.

 

 

Being inspired by the above cultural elements, we used a unique vibrant color pallet that shows different color variations of tea. This vibrancy has added a huge impact to Uruma Pure Ceylon tea on the shelf.