Anna Hard Tea
SÃO PAULO / BRAZIL
How do you launch a drink nobody knows what to call?
Anna Hard Tea is the first hard tea launched in Brazil: 5% ABV, tea and lemon, and it can also be mixed with vodka or gin. We created the brand and the packaging.
There was no category. In Brazil, tea is one thing and alcohol is another. The can had to explain the product before selling it, and do that in three seconds on the shelf.
The name came from Anna Russell, Duchess of Bedford, who is credited with popularising afternoon tea. The tea tradition moved to the opposite extreme: sun, summer, ice.
The can imposed the rest. Dry offset printing on aluminium limits the number of colours and allows about 1 mm of registration tolerance on each one, so nothing could depend on precise registration. The constraint became the structure of the design.
Anna opened a category in Brazil that did not exist, competing for space with brands owned by global groups. Four years after launch it is still on the shelves of premium supermarkets in São Paulo and on the country’s main e-commerce and delivery platforms.
