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Echo creates new look for Joe’s Tea Company

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Echo creates new look for Joe’s Tea Company

October 08
10:10 2012

Design consultancy Echo has worked with Joe’s Tea Company to create a new look for the brand

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 said: “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.”

The Joe’s Tea Company range consists of ten different blends including, what it calls quirky, re-inventions of Earl Grey and English Breakfast, and flavourful explorations of fruits, herbs and even chocolate. All promise to ‘excite and surprise everyone who loves a brew’.

The current Joe’s Tea blends are: The Earl of Grey, St. Clement’s Lemon, Proper Peppermint, Minted-Up Fruit, Sweet Chamomile, Christmas Chai Rooibos, Whiter than White, The Berry Best, Ever-So-English Breakfast and Chocca-Roo-Brew.

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