Calida Tea Creative Brief
Calida Tea is a tea for world travelers who constantly seek familiarity in foreign environments. Whether you’re on the road, visiting Spain, Japan, or New Zealand, a cup of Calida tea will warm you from head to toe with a familiar welcome. It is a tea that can be found on every shelf in any country, marketing to those who travel frequently, live in foreign countries, and those who value consistency and a quality product.
Pulling inspiration from vintage Japanese matchbox designs, Calida designs are each unique and eye-catching. Calida, which means “warm” or “fiery” closely parallels the story of the match, a fire source, a heat source. No two teas will share the same illustration and typography, yet they carry an attractive fluidity and coherence. Matchbox designs have been in constant change throughout the history of matches. The often peculiar designs are highly detailed and appear as tiny works of art. In using these nearly forgotten designs for Calida products, I aim to shed light on the hard work of artists through the centuries. Upon the invention of the “Safety match”, matchboxes were used and collected widespread. They were a technology of the time, making certain tasks simpler (much like our modern technology does for us). This explains the time and detail each of these small, seemingly unimportant items received. Re-using these designs, while using modern technology to do so, will revive these designs and give them a modern stage to shine.
