Best Of British, Joe's Tea Packaging By Echo Brand Design

Joe’s Tea Company aims to appeal to adventurous, younger tea drinkers through a carefully pitched balance of London heritage and contemporary cool, and we think they have pulled it off in fine style.

Design consultancy Echo created the positioning, brand identity, graphics and structural packaging for the new tea brand. The design took its inspiration from traditional ‘City of London Liveries’ protecting the professionalism of key trades (e.g. the candlestick maker, butcher, baker) and through the creation of bespoke 'Joe's Crests' a contemporary twist was added to give each blend its own distinct character. We particularly like 'Proper Peppermint' and 'St Clements Lemon'.

The cut-out on the side of the packaging provides a glimpse (and smell) of the whole leaves Joe uses to maximise flavour and creates a window into the heart of Joe’s Tea where the fun continues through a bespoke ‘Joe’s Map of London’.

It's these subtle details that make the Joe's Tea packaging a winner in our view. The care and attention displayed in the design is a perfect reflection of the time and effort that has gone into the making of the blends and together they make a fantastic product.

Joe's Tea is now on sale in Harvey Nichols and I'm sure more premium retailers will follow soon.

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