In 2010, with the tea category ripe for innovation, Kusmi Tea saw an opportunity to create a new premium brand of organic tea. The challenge was how to differentiate the tea brand and convey its natural proposition in a fresh new way.
Inspired by the Scandinavian love for design and inherent appreciation for nature, CBA created a new brand for Kusmi Tea, called Lov Organic, stemming from the Danish word for leaf. The visual identity was derived from classic Nordic design cues and utilizes a small bird to convey the liveliness of the brand. This icon evolves across the brand to help differentiate products and aid navigation.
In store, the brand experience comes to life with nods to the forest – both a bird’s natural habitat and the origin of many tea ingredients – and premium displays of the brand’s cheerful packaging, reminding consumers that organic is not only earnest, but celebratory.
*Images supplied by Lov Organic
