The growling grizzly on BOH’s new tea bags becomes a cuddly teddy bear during steeping thanks to clever use of disappearing ink.
The Malaysian-based BOH tea company, 
located in the Cameron Highlands, has developed a Chamomile tea imprinted with ominous icons that include erupting volcanos, thunderstorms, fires and a flaming Phoenix. Once in water the images dissolve into a scenic mountain range, fluffy clouds, a rain drop and a dove.
M&C Saatchi Malaysia, the advertising agency that recommended the edible tea ink packaging, explains the interactive design signals consumers to calm down. The method is effective in bringing a smile.
View a video demonstration below.