For some reason, tea manufacturers seem keen on the idea that thoughtfully worded phrases of motivation are the cherry on top of our drinking experience. Maybe there's hope in the idea of the tiny, squares of paper inspiration that physically keep our tea bags grounded have some sort of psychological correlation to the mantras we use to get through the day. (Whew, deep.) I'd much rather see a rad use of packaging materials than some sweet sentiment that I look forward to tossing out. So I'm all for BOH's clever use of the steeping process with their Chamomile tea bags.
Using edible tea ink, the brand created an eye-catching tea bag with a clear "before and after." Pre-water, the tea bags feature a silhouette of shapes and animals that are anything but relaxing: a grimacing grizzly, a taloned bird, lightening projecting from a storm cloud and more. Give the bag a dip, let it steep for a bit and the silhouettes soften, the grizzly's face turning into a smile, a song bird appears in lieu of its predatory predecessor and the lightening dissolves. The ad agency behind the packaging concept M&C Saatchi, is focused more on marketing solutions, with the interactive design being a bonus—which is why this video makes sense (not to mention it's a good excuse to see the bags in action):
Who knows, maybe the "tea bag insight" photos that keep flooding my Instagram feed will slowly give way to transformative shorts featuring Boh's concept. (I can only hope.) In any case, it's a great way to get people interacting with their edibles. Check out more work from M&C Saatchi here.