Formation Creative Consultants has created the logo and packaging for loose tea brand, Down to Earth, which is launched this week in cafÃ©s and restaurants nationwide.
Down to Earth is the first tea range for First Choice Coffee. It uses real leaf teas and positions itself as free from any artificial additives.
According to Formation senior designer Jane Murton the identity is designed to reflect the product’s natural ingredients, a
nd features a simple graphic illustration of three green tea leaves against a white background. The leaves are clustered together to hint at an unfurling globe, designed to represent the tea’s global origins.
‘We selected a clean typeface [Folio Light] to reinforce the message of purity,’ adds Murton, who worked on the project with creative director Adrian Kilby.
Packaging for Down to Earth features dispenser boxes on blonde wood stands and matt silver embossed and printed tins for teapot use.
The consultancy won the work without a pitch on the strength of its earlier work with First Choice Coffee’s Grand CafÃ© coffee brand.