Facebook-users are deciding which of four packaging designs by The Rehab Agency for Lancashire Tea Company will go into production next year.
The Lancaster-based design and marketing group has created three designs that are competing for votes against the existing packaging, which was created in-house by the Lancashire Tea Company. If the old box wins, Rehab will receive ‘a much-reduced fee’, says a spokeswoman for the consultancy.
Rehab approached the Lancashire Tea Company with its ideas for the brand about three months ago, and was appointed following an unpaid on-spec pitch. The tea brand hopes to boost its appeal with younger consumers.
‘Social media allow brands to really connect with people,’ says Rehab managing director Janie Ash. ‘Listening to what the public wants is a strong way for a brand to gain loyalty and trust.’
The three new concepts vying for votes are/ Faces, featuring humorous images of stereotyped male and female Lancashire Tea drinkers; Vintage (pictured), with black-and-white images of bathing beauties and flat-capped men; and Postcards, with images of local landmarks. The original packaging is based on a map of Lancashire.
The current favourite to win is Vintage, followed by Faces. The public has until the end of Christmas week to vote, and the winning box will be put into production by February 2009.
Rehab has just opened a new office in Manchester, to be run by creative directors Isaac Allison and Ian Howarth. Ash will divide her time between the two offices. Rehab will soon be seeking to hire a digital team and junior designers for the new studio.