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ECHO worked with Joe’s Tea Company to create their positioning, brand identity, graphics and structural packaging, stationery and website look and feel.

ECHO needed to create a clear premium positioning that would bring to life Joe’s London roots in a fresh and distinctive way.

The design took its inspiration from traditional ‘City of London Liveries’ protecting the professionalism of key trades (e.g. the candlestick maker, butcher, baker) and added a contemporary twist. Led by Echo’s in-house designer and illustrator James Pearce, a range of ‘Joe’s crests’ were created to characterise individual flavours and enhance the expertise behind each blend.

A cut-out on the side of the packaging allows a glimpse of the whole leaves Joe uses to maximise flavour and creates a window into the heart of Joe’s Tea where the illustrations continue with a bespoke ‘Joe’s Map of London’.

The Joe’s Tea Company range consists of ten different blends including quirky re-inventions of Earl Grey and English Breakfast, and flavourful explorations of fruits, herbs and even chocolate. All promise to ‘excite and surprise everyone who loves a brew’.

The current Joe’s Tea blends are: The Earl of Grey, St. Clement’s Lemon, Proper Peppermint, Minted-Up Fruit, Sweet Chamomile, Christmas Chai Rooibos, Whiter than White, The Berry Best, Ever-So-English Breakfast and Chocca-Roo-Brew.