ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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Category
Food / Beverage / Beverage - Series
Annual ID
ADC_PKG20_020M
About the Work
OFFBLAK is a direct-to-consumer lifestyle tea, that launched in the UK in April 2019. Playfully named “Generation T”, OFFBLAK aims to shake up the drinks industry with a brand that appeals to a more health-conscious consumer, unafraid to experiment with new brands and flavours. To meet this brief & SMITH created an identity that brings a premium feel to a highly discerning Gen Z and Millennial market. To break the rules of tea, OFFBLAK’s packaging needed to be bold and stand at the intersection of quality and must-have appeal. & SMITH delivered a playful look and feel through a collaboration with illustrator Thomas Hedger, using colours and illustration that reference each category’s mood and effect. Each sub-range owns a specific style, such as a circular graphic or figure in different poses, with each flavour profile depicted by a new illustration.
2020 Awards
Total Points: 2
Merit Honor
Credits
Design Firm
& SMITH / London
Creative Director
Dan Bernstein
Designer
Sam Kang
Executive Creative Director
Susan Jamieson
Illustrator
Thomas Hedger
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