A cube of tea

Ten years after having established itself as a fresh brewed, bottled tea brand, Charitea launches a traditional dry tea range.

 

Cube-shaped packaging and a lively colour palette hint at the flavour of the tea blend, which underscores the playful spirit of the brand.

 

What started with an idea and less-than-scientific product testing in a small Hamburg kitchen little over a decade ago, has now grown into a global business and a true success story.

 

Our design collaboration has spanned over ten years and includes the development of a wide range of brand assets, from identity and packaging design to art direction and graphic guidelines, compiling it in a brand book, aptly named “BrandAid”.

 

Since the start, millions of Euros have been channeled back to support and develop local communities at the product source.

 

Charitea box tea

Charitea has been producing freshly brewed, bottled teas since 2008. Together with its sister brand, Lemonaid, it forms a charity company with a whole new take on commercial philanthropy, based on two main principles: products should be well-designed and of the highest quality to be able to compete on their own merits; and the company should have full control over the aid projects they engage in.

What started with an idea and less-than-scientific product testing in a small Hamburg kitchen little over a decade ago, has now grown into a global business and a true success story. Not only for the company itself – rapid expansion, ever-increasing volumes and a brand that is truly loved by its fans – but perhaps mostly for the people growing the fairly-traded, organic produce that go into each Lemonaid and Charitea bottle. Since the start, millions of Euros have been channeled back to local communities under the direct supervision of Lemonaid staff.

In 2018 the company entered a new product category with the launch of a traditional tea, in multiple blends and flavours. The Studio, who was behind the original graphic identity and packaging for both Lemonaid and Charitea, were commissioned for this milestone initiative.

The challenge was to transfer the iconic bottle design onto a new packaging type, while considering the different display environments within stores and cafés. The recognisable symbol for the brand, the tea leaf/droplet, was boldly applied to the packaging, while the logotype and typography function as decor and product communication. Atypical for this rather conservative category, the main package was designed as a cube, allowing for fun display possibilities as well as enhancing shelf stand-out. Clear, lively colours across the entire package that subtly hints at the flavour of the tea blend underscores the uniqueness and playful spirit of the brand.

Our design collaboration has spanned over ten years and includes the development of a wide range of brand assets, from identity and packaging design to art direction and graphic guidelines, compiling it in a brand book, aptly named “BrandAid”.

Photography: Patrik Lindell and Erik Lefvander

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