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Tea is inherently rich itself also caters for the popular trend of blue drinks
The blue color of butterfly blue pea flower
in color, and for Ruth and in recent years. The main reason for this popularity

Dave, it’s just a matter of lies in the color differentiation. In nature, blue food
is so rare which makes it very unique.
Tea is inherently rich in color, and for
letting the color appear Ruth and Dave, it’s just a matter of letting the

naturally while keeping color appear naturally while keeping the taste
intact. The Tea Thief focuses more on the col-
the taste intact. ors of packaging, which is evident from its team
composition — Ruth was the Art Director for
the TV series Short Poppies, and they also hired
a professional designer to collaborate with Ruth
on the design. Since the fox logo itself is
eye-catching enough, the focus of packaging
design was put on the color. With the purpose
of bringing light and lively tea to people, they
chose bright colors as the dominant hue of the
package. Color psychology is combined with
the characteristics of each tea and the experi-
ence of Ruth and the designer to determine the
final packaging design. The packaging of The
Tea Thief focuses on red, yellow and blue to
create a series of highly-saturated contrasting
colors. These bold contrasting colors make the
product more appealing to consumers.
Many studies have pointed out that pack-
aging color has a great contribution to changing
the purchasing desire and preference of poten-
tial customers. In the tea industry, potential
customers refer to those who buy tea as a gift
while not drinking tea themselves. “Color has
brought us a lot of customers and stories.” Ruth
and Dave said, “But then some people have
become recurring customers because they
thought the tea tasted good.” And the color
appeal that The Tea Thief creates sets no age
limits, with the customers aging from 10 to 70
years old. Besides, the packaging of The Tea
Thief is recyclable. According to The State of are good at creating new flavors by blending ingre- hol beer in 2011. In the UK, Fungtn has added
Fashion 2020, a study by McKinsey’s, most dients. For example, butterfly blue pea flowers have ginseng, an immune-boosting ingredient, to its
consumers want sustainable products and pack- an earthy flavor and don’t taste so good. Thus, they low-alcohol craft beers in an effort to offer con-
aging, which undoubtedly awards The Tea Thief started blending it with other ingredients and sumers a drink that does not cause a hangover and
some bonus points in customers’ hearts. eventually settling on lavender and ginger. This is that is also good for the body and mind. Inspired
Except for the differentiation in color, the how their Tickety-brew tea was invented and is to by a new way of drinking alcohol with tea, The
aroma and flavor of The Tea Thief teas are also this day the most popular product of The Tea Thief. Tea Thief experimented with Brew.ti.ful, a wild
very distinctive. First of all, organic and sus- Enlarged Consumer Base In recent years, hibiscus tea, in which Ruth and Dave added vod-
tainable practices is an important criterion for a healthy lifestyle has also entered the beer in- ka, a dash of lime and honey to create a refreshing
selection. On the one hand, the tea tastes better, dustry. Today low-alcohol or even alcohol-free cocktail. This formula is also introduced on the
and on the other hand, it supports fair wages beer are more and more common.. Spanish brand product packaging and has managed to reach out
for tea farmers. Additionally, Ruth and Dave Ambar released its first gluten-free and low-alco- to a different consumer base.

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