Tea branding based on City of London liveries

Echo has created the branding for new London-based tea brand Joe’s Tea Company.

Joe's Tea Company Proper Peppermint
Joe’s Tea Company Proper Peppermint

It was tasked with creating the positioning, brand identity, graphics, structural packaging, stationery and website look and feel for the brand, which launches this week.

Echo was appointed without a pitch in late 2011 and briefed to ‘create a clear premium positioning that would bring to life Joe’s London roots in a fresh and distinctive way’, according to the consultancy.

Joe's Tea Company logo
Joe’s Tea Company logo

The project was led by Echo’s designer and illustrator James Pearce and senior designer Christy Davies.

Davies says, ‘It’s very personal to Joe [Kinch, brand founder] and he wanted it to be tied in with the east London area where he’s based, with the importing history of the Docklands.’

The designs are inspired by traditional City of London Liveries and key trades, using hand-drawn typography and illustrations of characters such as the candlestick maker, butcher and baker.

Joe's Tea Company range
Joe’s Tea Company range

A series of ‘Joe’s crests’ are used across the different variants in the range to differentiate the flavours, which include Earl Grey, English Breakfast, fruit, herbs and chocolate.

The packaging uses a cut-out on the side for shoppers to view the tea leaves; and features a bespoke illustrated map of London, with some adapted street names.

Joe's Tea Company bespoke London ma
Joe’s Tea Company bespoke map of ‘London’

Davies adds, ‘Although it’s very much based on the idea of craft, we didn’t want to make it too busy and wanted to keep the traditional London theme, but in something that was clean and modern.’

Hide Comments (3)Show Comments (3)
  • Ben November 30, -0001 at 12:00 am

    Lovely stuff. Seen the boxes in person and the illustrations are just brilliant.

  • Adeel Akhtar November 30, -0001 at 12:00 am

    SIr i need a Job

  • Tarika Maini November 30, -0001 at 12:00 am

    We are a leading manufactures of ceramics and would like to initiate business with you for co-branding with our Tea Set range.
    Please email me you contact information as soon as possible.

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