London Tea boasts an exciting range of fruity and herbal infusions with a difference. The brand has always been Fairtrade, but now acquired by the ethical tea and coffee pioneers Cafédirect, the brand has been taken to the highest ethical standards – now also giving 50% back to the farmers and living the true Cafédirect brand promise.
The brief was to move this new generation of London Tea in to Co-op, bringing their vibrant and exciting blends to a younger generation.
Originally used in food service and served on cruise ships, the London Tea packaging relied on trading on recognisable London landmarks, showing a typical tourist eye view of London. But being in the city ourselves, we knew that wasn’t how true Londoners saw their city.
We saw the key challenge going forward as balancing a feel of London which would excite non Londoners and not alienate Londoners at the same time. A design that true Londoners would feel proud of.
We wanted to capture the spirit of London and celebrate the eclectic nature of our city, bringing to life the vibes on the street and the real, lived London, moving away from the ubiquitous imagery of the skyline.
We transformed the existing ‘LT’ monogram by creating a unique look for each blend. Pieced together imagery – manipulated photographs, illustrations and hand drawn textures – evoke the feel of real London. Look closely and you’ll recognise tube seat fabric, a London bus, park railings, the Gherkin – even pigeon wings!
Bright, bold and punchy colours were also introduced – just like the big flavours in the cuppa and the city itself!
For anyone looking for a piece of London, get a cuppa of London Tea.