PB Creative has unveiled its global brand re-design for tea producer Pure Leaf, ahead of its relaunch. The London-based studio has taken Pure Leaf from plastic to largely paper-based packaging, and in so doing increased the scope for brand, variant and provenance expression on pack. The new work is more in keeping with the brand's environmentally responsible ethos and 'everyday premium' positioning.
Strategically it was imperative to create shelf stand-out and set Pure Leaf apart from its largely kaleidoscopic competitors. So PB Creative capitalised on the original core brand colour - black - which had taken a back seat to variant shades in previous design iterations. This approach instantly unified and premiumized the range and created the opportunity for dramatic brand blocking. Vibrant variant colours have been chosen to emphasise individual flavour profiles, as well as create a sense of indulgence and make it easy for consumers to navigate the whole line-up. The black canvas really makes these colours pop and imbues the packs with a sense of luxury and taste appeal.
PB Creative has also used spot-varnish finishes and embossing to further denote tea type and give a high-quality tactile look and feel to the pack. And to further celebrate the origin of each variant, the team designed unique box tags with patterns inspired by each tea's source - building on the provenance messaging.
"Building on the story of provenance and everyday premium quality was key to this brand redesign," said Lloyd Moffat, Creative Director, PB Creative. "Pure Leaf wanted to celebrate its story and the amazing quality of its products, which proved fundamental to our new look. We set out to achieve greater brand clarity and stand-out, and the results have an elegant, high-end look and feel."