I admit to being a bit of a packaging geek, having been known to buy something just because it looks good.

I have worked on a wide range of packaging projects with different clients from the initial concept stage through to creating artwork ready files ready for printing and have worked closely with a number of packaging firms.


Rebranded Miles Tea & Coffee packaging was always going to be the majority of customers first encounter with the new brand so it was important to get the design right. The brief was to freshen the look to attract new younger audience, yet not be to big a jump so not to be recognised by current customers. A large bold logo was used to make the packaging stand out on shelf as quite often the product would be found on the outer shelves having to fit around the national brands.

The materials and general dimensions of the crash-lock boxes remained the same due to the restraints of the packaging machinery. Recycled natural board was very much on trend, but due to cost, a compromise had to be made and a ‘natural look’ had to be recreated. Budget also required a clever idea for the individual blends of tea which were to use a generic box. The different styles were achieved by creating a single label that wrapped around the bottom and on to the lower half of opposite sides. The outer edges of the box contained the product name, whilst the bottom contained tea type, brewing information and barcode.

Miles Redbush 40 tebags used a generic box with wrap around label.

For the loose tea, I managed to locate a 100% recycled paper stock that was made using paper collected from the households of West Somerset. The texture gave the product a great natural and environmentally friendly feel. Due to the absorbancy of the paper, careful attention had to be made with printing, as the colours lacked the punch of a gloss finish. The paper was made 10 miles away from the factory and turned into bags 30miles further on, meaning the packaging travelled approximately 80 miles form raw product to finished packaging.

Other packaging included a simple idea for Miles bulk teabag offering. The previous packaging was a printed white bag that was sellotaped closed which whilst functional, was awkward to carry. I spoke to a number of bag suppliers and found one that could supply a strong gusseted bag with carry handles which could be heat sealed.

Miles recycled packaging

Miles Loose Tea used 100% recycled material collected from the households of West Somerset.