BRANDPACKAGING says: While I much prefer the blackest of black coffee to a good cuppa, I can appreciate and promote a private label brand that understands the best designs for it are personal and reflective, not copycatted. British supermarket retailer Asda went to design firm Hornall Anderson for new packaging for its own range of teas. The collaboration produced the right design for the brand's various audiences including an aging market, a foodie audience, and a health-conscious set. Read on for the original story.