Joe’s Tea Co. is a new brand of premium organic teas created by former supply chain manager Joe Kinch that combines high-quality Sri Lanka leaves with a variety of fruits, herbs and chocolate. Design and innovation consultancy Echo, a company that specialises in bringing brand and product together, was tasked with developing an identity and packaging solution that would appeal to the ‘newfound and more adventurous younger tea drinker’. Based around playful interpretations of classic heraldic liveries, inspired by the City of London, the design delivers a distinctive mix of contemporary illustration, traditional typesetting and Victorian themes.
“Its niche is offering organic fine teas without fuss, or any of the bravado or pretentiousness normally associated with premium products.”
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