Fully Loaded Tea: brand creation by Subplot

9 September 2008 | By Popsop Team

Specialists from Canadian Design Agency Subplot developed brand identity system and packagу design for the Fully Loaded Tea.

Tired of mass-produced, “dust”-filled teabags, sour herbal teas, and tasteless green and black teas, FullyLoadedTea set out to do something about it. They created a line of powerful blends for people who want to complement their healthy lifestyles, using real whole fruit, real berries, and real whole leaf teas. All enclosed in silk pyramid bags that let these amazing natural ingredients expand and fill your cup with their bold and sensual flavor. And for a target-market of young urban professionals and upper-income luxury-lovers, this product would need a brand personality that was as outgoing as the bold tastes of the teas.

The solution? FullyLoadedTea is the bold, opinionated, full-flavor, big attitude line of whole leaf and all-fruit teas and tisanes in a world of the “watered-down” and “wishy-washy”. Never bland. Never watered-down. FullyLoadedTea. For a watered-down world.

The logomark presents this concept in its simplest form: “Fully Loaded” is bursting so much with goodness and flavour that the letterforms are swelling to capacity. Truly “Fully Loaded”. And the “tea” leaf anchors the logomark and brings it fully in sync with the purity of the whole-leaf product.

A complete identity and collateral system brings the brand fully to life, with an innovative sell-sheet package that mirrors the size and shape of the tea packaging. And that celebrates the beauty and purity of actual tea leaves and fruit blends. A smart business card solution allows the card to hold a single tea sachet to hand out at every opportunity; tying the identity back to the product.