The consultancy was appointed in January following a three-way credentials pitch in November 2009.
Pencil was tasked with developing a name, visual identity and voice for the organic brand, which launches today at bar and café trade
Beyond the Bean marketing manager Jo Young says, ’We asked Pencil to research the market to make sure we weren’t reinventing the wheel.’
Pencil was briefed to create a ’friendly’ and knowledgeable brand identity, says the consultancy’s creative director Luke Manning. ’The brand is like Innocent – it’s a leader in its field but doesn’t want to appear too stuffy,’ he adds.
The consultancy decided on the name Cosy because of its warm connotations and its connection to tea cosies, which have inspired the brand’s visual language.
The packaging for each variety features a different knit and the logo resembles a stitched label. The packaging for the Earl Grey variety features a dark grey traditional knit, while the berry tea has a bright pattern.
Pencil is also working on a website for Cosy, which will launch in July, using the same visual identity.