a lifestyle in tea

Joe's Tea

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Brand Strategy  .  Naming  .  Visual Identity  .  Illustration  .  Packaging Design  .  Production


With the tea landscape changing, catering for younger and more health conscious consumers, tea has become a lifestyle.

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Joe came to us as an expert in tea but not in branding. He knew he wanted to champion this shift in the category, injecting youthful desire into one of the UK’s most established sectors.

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We created the new brand with Joe at the centre, reflecting his passion, wit and of course love of tea, and his roots in the East End of London. Taking inspiration from London guilds, the epitome of London craftsmanship, hand drawn crests depict individual flavours, each delivering a unique story and a sprinkle of humour.



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The results speak for themselves, with continuous increases in sales and distribution. Recognition of the design’s commercial impact came in the form of a coveted DBA Design Effectiveness Award and a FAB award in the design effectiveness category.

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I came away with a fully fledged brand, including everything from the logo to a range of beautifully designed packs that really show the character I wanted to get across. Echo really listened and were instrumental in creating the future vision for Joe’s Tea.

Joe Kinch



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