(Est. 2010) “Since 2010, English Tea Shop has been working in collaboration with small organic farms in Sri Lanka and 20 other countries to source ingredients, grown without chemical fertilisers or pesticides, to make teas for a growing number of tea-lovers all over the world. Its popularity has soared as people have fallen in love with both the quality of its teas and the provenance story behind them. The company buys limited, sustainable quantities from each farmer, paying them a premium on top of the Fairtrade price, and works to improve the wellbeing of the farmers and their families. It’s also working towards full organic certification for its entire range of products.”
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.
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.
Echo provided text
Images (opinion after)
The logo evolution is quite successful, improving on all the elements of the existing logo with a sturdier font, a nice ligature of the “g” and the “S”, and improved spacing. Although I’m not a fan of the leaf thing that sprouts from the “p”, the new one is a lot better. The teapot graphic is cool at first glance but all the elements are all a little bit different from each other and the direction of the shadows in the people is tripping me up, it’s as if the light source was directly in between them at floor level casting shadows outward. The old packaging was decent but the new one is really, really pretty. The mandala illustrations are fabulous. I wish the teapot graphic were smaller and had a single-color variation so as not to compete with the mandalas even though it changes colors with each variety. Overall, a solid and cheerful evolution.