Iconic TATRATEA - the best of
History of origin, awards, design, simply all you ever wanted to know about TATRATEA
TATRATEA, formerly known as Tatranský Čaj, was in 2010 crowned with an original bottle immediately becoming the icon. ITQI Superior Taste Award Brussel 2010, 2 medals from the International Spirits Challenge London, red dot, Pentawards, Golden Nail – these represent only a part of the awards earned by TATRATEA for its unique taste and design. The first Slovakian original spirits drink on the herbs basis is thus prepared for export.
Let us start from the beginning
If you visit the High Tatra Mountains in Slovakia and their indigenous "outlawish tatran cottages", each of them will offer you their specialty as an apéritif – hot tea brewed from tatran herbs with added spirit concentrate. The company Karloff brought this idea into each household in the form of bottled Tatratea liqueur. The first bottle of TATRATEA 52% Original was produced in 2003. I tis a tea bassed liqueur with extracts from fruit and herbs. After a short time the company Karloff created the whole product range TATRATEA consisting of 5 variations – the difference is in additional flavours and the volume of alcohol:
1. TATRATEA 32% Citrus
2. TATRATEA 42% White – with white tea nad peach
3. TATRATEA 52% Original
4. TATRATEA 62% Goral – with forest fruit
5. TATRATEA 72% Outlaw
Tatratea can be consumed neat chilled or with ice. However, you will get to know its "true flavour " when you pour 1.5 dl of boiling water or hot tea over 0.5 dl of Tatra Tea. Furthermore, it serves as a convenient base for mixed long drinks whether you use coke, tonic, sprite or tea plus a slice of lemon.
In 2010 a new trendy bottle for TATRATEA underlined its uniqueness and TATRATEA 52% has been awarded with several international prestigious awards.
Awards in 2010
- ITQI Superior Taste Award Brussels
- Pentawards, gold
- red dot 2010
- European Design Award, bronze
- International Spirits Challenge – commended
- International Spirits Challenge – bronze (design)
- Golden Nail 2010, Slovakia
- Grand Prix – SIAL Trends & Innovations
- Best Drink 2010, Ukraine
- Slovenian Packaging Oscar 2010
BOTTLES: Karloff wished to create for its main product–TATRATEA– a bottle that in this form until now hasn´t existed. The goal in creating a new bottle was easy visibility of the silhouette and combination of the modern look with traditional elements. Ideally a silhouette, which was simple to be recognised. And, of course, its design had to include something from the life of the TATRATEA. When the the problem was named with the word "thermos", it was clear that it is the right way. An integral part of the work on the new design of a glass bottle was creation of a proper cup that would reflect the fact that the bottle had almost no neck.
NAME: As one of the reasons for the creation of a new bottle was also a preparation for the future export of the product, the creators decided to find a new global name that would be understandable for all – and so it was changed from the original name „Tatranský Čaj“ to TATRATEA in a simple font.
GRAPHICS: From the beginning the graphicians went toward a large initial T. A simple large T in the course of work has changed into a significant symbol, which consists of elements inspired by traditional carving, jewels and other folk crafts. The Initial conceals the solar symbols of the life circle, symbols of love, happiness, fertility, and so on. Instead of the product description or slogans like "original recipe" or "balanced taste" the key message was placed under the brand name: „Strong Original from the Heart of the Tatra Mountains“ that reflects how the consumers perceive the product. Already at this stage it was clear that the most beautiful and cleanest (also to the environment) result will not be achieved by a label, but through the direct colour printing on the glass bottle.
COLOUR: While working on the new design of the Tatratea, the company Karloff included its separate brands based on the black tea under the brand Tatratea. New flavours were also added. Therefore, it was necessary to find a colour palette that will distinguish the different types of Tatratea. Colour coding is relatively simple. Lime green glass Tatratea 32% emphasizes the citrus flavour. Soft peach shade Tatratea 42% respects the presence of white tea. Legendary 52% with an extract of black tea is presented in the elegant black bottle. Forest fruit softens Tatratea 62% in a glass of colour berries. The strongest Tatratea 72% - bottle is in a colour of metallic titanium.
The unique liqueurs taste of the new bottles even better, since initially we drink / eat with the eyes. The company KARLOFF believes that the new bottle TATRATEA opens the way to the foreign markets and will thus enable to enjoy a piece of Slovakia in the world.