Fine tea brand Joe’s Tea Company has been created in an attempt to make the beverage cool again, with packaging and branding by Echo.
The design agency was tasked with the creation of the brand’s positioning, identity, graphics and structural packaging, alongside its stationary and website look and feel having been briefed with the creation of a clear premium positioning that would bring the brand to life.
Ultimate designs included inspiration taken from traditional City of London Liveries, with an added contemporary twist, Echo has explained. The liveries, which included key trades, have been used to characterize the 10 individual flavours.
Christy Davies, senior designer at Echo explained: “In highly competitive markets such as tea, design and brand personality play an even bigger role – the beauty is taking all of the smart thinking you do beforehand and creating something that looks so comfortably simple, yet each layer reveals a deeper chapter of the brand story.”