Echo recently revitalized brand identity and packaging for English Tea Shop. Echo's new designs tell English Tea Shop's strong sustainability story through a new brand mark featuring the word 'organic', a mandala design celebrating sustainable ingredients, and a new teapot icon and in-pack illustrations telling the brand's farm-to-cup story.
Immediately, the vibrant, eye-catching colours jump out from the packaging. "We chose those to reflect the Sri Lankan tradition of celebrating colour in all its glory," explained Nigel Ritchie, founding partner and creative director at Echo. "They build on strong established codes - for example, red for English breakfast tea, and dark blue for Earl Grey - adding bold combinations to highlight rich ingredient combinations. The wellness range features slightly lighter colouring, indicating the more delicate flavouring of the range."
Typography, copy and imagery all work together on these packs to deliver a clear sustainability story. The hand-drawn lettering of the brand mark has been refined to make it easier to read. On-pack wording is tighter and more direct, with more emphasis on the ingredients. Each pack also features a strapline summarising the brand story: 'Your Tea Loving Community.'
The new teapot icon - a classic round English teapot shape - holds elegant figures of a man and a woman nurturing tea plants, while beautiful mandala designs created by French illustrator Margaux Carpentier burst from the centre of the packs, celebrating each product's organic ingredients. The new in-pack illustration shows an ocean connecting a farm and factory on one side, and an English tea shop on the other.
Individually, the new pack designs shine. Together, they form a powerful and seamless design system that celebrates the individuality of English Tea Shop's blends and the strength of its range.
"Our rebrand goes beyond revitalising our packaging; it changes how we communicate and connect with all our customers," Herath added. "Our commitment to celebrating communities from 'farm to cup' is absolutely central to who we are as a company, so it was very important to us that this comes across in our packaging and communications. That's what Echo have delivered here and we can't wait to show our new look and feel to our customers around the world."