Moving Brands – All About Tea

Moving Brands – All About Tea

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" The mark represents the process of making tea; the blending and the straining. The shape of the mark references a seal or stamp — an iconic industry standard — and is used in this way as a stamp of quality across the various applications. In all print applications these dots are laser-cut, inspired by the factory elements and tools involved in the making and distribution of tea.

The colour palette is black, white and silver. This monochromatic system again reflects the efficient approach of the new identity. This sets All About Tea apart from its competitors, in a landscape dominated by brown/green colors, tea leaves and tree huggers.

The type is in Orator — a mono-spaced typeface. This reflects the uniform spacing of the mark as well as referencing the utilitarian info-graphics associated with import and export. The typeface strengthens the ideas behind the metronomic process of the companies offer. The secondary type, Garamond italic, is used to represent the founder’s expert voice. This is more fluid, more conversational and balances the strength of Orator. It also aims to bring out the quirks and passions of the All About Tea organisation.

All About Tea is an expert wholesale tea distributor based in Portsmouth, UK. They source their tea from remote regions, to bring the best of the worlds flavours to a global audience. Their ambition was to hone their wholesale offer while satisfying the need to reach new audiences. They wanted to keep the warehouse feel but also establish a loyal consumer group who felt they were getting premium quality at wholesale prices.

Moving Brands were tasked with creating a new identity that would stand out in a “sea of sameness.” The identity needed to work effectively across their existing wholesale market, and enable them to grow into retail channels. It was also vital to communicate the founder’s passion for the art and intricacies of tea.

The final All About Tea identity system, currently being rolled out, incorporates a brand identity, brand architecture, guidelines, website, packaging, stationery, photography style, presentation and sales templates, mood film, and tone of voice. "

[ http://www.septemberindustry.co.uk/moving-brands-all-about-tea/ ]

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