Teabox branding, by Pentagram’s Natasha Jen

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Pentagram partner Natasha Jen has rebranded tea start-up Teabox, a company which is aiming to revolutionise the tea industry by selling products directly, days after it has been picked.

The new look has a custom font, inspired by traditional tea crates and the range has been clarified to “demistify tea and present it in a more approachable way,” according to Pentagram, which says it has looked to elevate the tea drinking experience by treating it like a “fine wine” while also building a sense of “accessible connoisseurship.”

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