All About Tea Design & Branding ALL ABOUT TEA by Moving Brands

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Industry Coffee, Tea, Breakfast Drinks
Media Design & Branding
Market United Kingdom
Agency Moving Brands
Released June 2011


Cannes Lions 2011
Design Lions Experience Consumer Products Gold

Credits & Description

Type of Entry: Brand & Identity Experience
Category: Consumer Products
Advertiser/Client: ALL ABOUT TEA
Product/Service: TEA
Design/Advertising Agency: MOVING BRANDS London, UNITED KINGDOM
Moving Brands
Brief Explanation:
Our agency was tasked with creating a new identity that would work effectively across their existing wholesale market, and enable them to stand out in a “sea of sameness” that is the retail tea market. It was also vital to communicate the founder’s passion for the art and intricacies of tea.
Our assessment of All About Tea brought to light the company’s inherently metronomic delivery, the quality and rigour of their service and products, and their unparalleled passion for tea. We wanted to bring this story and way of operating to the forefront with their new identity.
Describe the brief from the client:
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 offer extends from classic varieties to specialist blends. Their brief to us was to hone their wholesale offer, while enabling them to break into a tough retail market.
Description of how you arrived at the final design:
The mark represents the process of making tea; the blending and the straining. The shape references a seal or stamp, an iconic industry standard. In print applications these dots are laser-cut, inspired by the factory elements and tools of the industry.
The type is the mono-spaced Orator, reflecting the uniformity of the mark, and the utilitarian info-graphics associated with import and export. Garamond italic represents the founder’s conversational, expert tone. It balances the strength of Orator, and introduces the quirks and passions of the All About Tea organisation.
Indication of how successful the outcome was in the market:
“Since implementing the new identity we have not been able to keep up with the increased interest from new customers. It seems to have caught the imagination of a market tired of the same old design cliches in the tea sector.
The rebrand was a total redefinition of what the company is and what we do. The branding feels so solid and correct. I am passionate about telling this story. It has been an incredible experience and it's an extraordinary story of business transformation as well as of design and creativity.”
Andrew Gadsden, CEO of All About Tea.