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All About Tea

February 23, 2011 | 3 Comments

Designed by Moving Brands | Country: United Kingdom

“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 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.

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.”

Comments

3 Responses to “All About Tea”

  1. Thomas Adcock
    February 23rd, 2011 @ 2:18 pm

    Wouldn’t one want to celebrate the beauty and diversity of each type of tea. This solution feels a bit sterile and may stray certain audiences away from purchasing tea they have yet to see or understand. When they all look the same, one may think they all taste the same. Then again this branding would be tailored to only a certain audience of well established tea drinkers, ultimately closing the market from those with lesser knowledge about this tasty beverage. Still half the fun is trying something different, but it all looks the same.

  2. Kelly
    February 24th, 2011 @ 6:16 pm

    I’m not buying it. The wholesale element grants it a little more credibility, but come on—does anything about this packaging communicate the founder’s passion for the art and intricacies of tea? There is no art to this. No intricacy. Every single variety of tea looks exactly the same.

  3. mary
    February 25th, 2011 @ 4:27 am

    looks like designers are so fed up of creating for “common” people, they now can only please themselves.

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