DIRTEA
Retail Redesign
Maximising shelf space through structural design
The challenge
The challenge, therefore, was to develop a more compact format that would maximise shelf space while still securely housing seven drink sachets in each pack. Design wise, DIRTEA wanted Alexir to retain the look and feel of its existing packaging through its original artwork and essential information. And, they requested the new design preserve an appealing opening experience for consumers, despite the reduced size.
Requirements:
The solution
To bring the project to life, Alexir’s Creative team began by developing a series of white samples based on the brief. Multiple structural concepts were explored, with various opening styles considered to ensure the finished pack remained practical, yet engaging for consumers. Working within strict width and height constraints, the team refined the design to create a more compact format while maintaining the premium appearance of the brand.
A key part of the solution was the development of a completely new internal fitment, designed to specifically hold the seven drink sachets securely in place and prevent movement within the pack. With this, DIRTEA’s existing artwork and branding was transferred from the original cutter guide and applied to the new format.
Once the structural design and artwork had been finalised, the project was handed over to Alexir Packaging, who then printed and produced the packs.
A Closer Look at the Internal Redesign
DIRTEA's original pack
DIRTEA’s previous pack design featured a seven sachet fitment with individual slots for each sachet, resulting in a wide pack format.
Alexir's transformation
The new fitment featured a single compartment to hold all seven sachets, enabling the overall pack size to be reduced and be retail-shelf ready.
The result
The final solution was rolled out across DIRTEA’s product range: DIRTEA Matcha, DIRTEA Coffee and DIRTEA Cacao. By redesigning the pack structure and reducing its size, Alexir delivered a retail-ready solution that enabled twice as many products to be displayed on shelf, without compromising branding.
Overall, the project successfully met all of DIRTEA’s original objectives and the client was delighted with the outcome.
Divisions involved
This partnership provided the opportunity to demonstrate the strengths of our departments.
Produced white samples and transferred artwork from the original cutter guide to the new packs.
Printed and produced the packs.
A note from our team
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