Rooibos picks a fresh identity

South African tea brand, Rooibos from Kromland Farm, has undergone an image overhaul courtesy of London design consultancy Pearlfisher.

The group has created the identity and packaging, including logotype and copy for the specialist tea, which is imported and distributed in the UK by Only Natural Products.

Through the use of bold colours and a simple, expressive typeface, the packaging is designed to convey a brand that is contemporary and quirky, while also reflecting South Africa’s cultural heritage.

Pearlfisher designer, Natalie Chung says that the success of the design is rooted in its simplicity. ‘This is a simple but beautiful piece of design that has enormous shelf standout. We wanted to capture the magic and energy of South Africa and this fresh, youthful design perfectly fits the bill.”

The tea has already been launched in health food stores across the UK and is expected to appear in Selfridges and major supermarkets over the next few months.

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