The consultancy was brought in to a credentials pitch, which it won in December 2012 before creating a look that would show the tea to be uncomplicated and high quality.
Interabang co-founder Adam Giles says, ‘Brew were looking to expand into the retail sector, having firmly established themselves supplying tea wholesale to independent shops, museums, galleries and boutique hotels.
‘The rebrand was needed to coincide with this new direction, and also to clarify their offer: not complicated tea or weird tea, but better tea – both whole leaf tea bags and loose leaf.’
Giles says Interabang wanted to convey both the ‘no nonsense’ approach of Brew Tea Co and its enthusiasm for brewing the perfect cup of tea.
‘Bold, confident typography is offset by a vibrant palette and playful, unexpected icons to denote the seven flavours. The carefully selected contents were brought to the fore on the back of the pack along with the method for brewing the perfect cuppa,’ says Giles.
A set of 12 collectable tea cards have been created for the boxes and more series will follow.
‘The cards all feature activities to keep you occupied whilst brewing and a prompt to connect and share with Brew via social media,’ says Giles.
Interabang has designed retail boxes, jars and pouch bags as well as an online presence, uniforms and point of sale materials.