Charitea is a brand of freshly brewed, organic and fair trade teas owned by Lemonaid. A new kind of charity organization with an ambition to create beverages that taste and look great, while leading positive change to make a difference in the world.
The Charitea symbol represents the tea leaf as well as a drop, and the products are simply named by the tea types, black, red and green while the colour of the tea itself differentiates the products on the shelf.
Communication for the teas is simple and sorted by the tea types, black, red and green. In addition to the original three products, a sugarfree variant has been launched, Charitea Mint.
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”.
Charitea is a German brand of freshly brewed, organic and fair trade teas owned by Lemonaid, a new kind of charity organization formed in 2008 with the idea that the products should compete on their own merits, and not only by appealing to people’s consciences. Aside from being of high quality and tasting good, the products also needed a unique and appealing design that would stand out on the shelf. For this, they turned to us.
Charitea was launched together with Lemonaid, a traditional lemonade made with 100% fair trade and organic ingredients. The two brands share the same glass bottle a soft friendly shape, fitting nicely in the hand as well as standing out against the sea of plastic bottles. Although Lemonaid and Charitea share a certain resemblance, the two brands remain independent through the use of typography, symbols, copy tonality and attitude. The Charitea symbol represents a tea leaf as well as a drop. Communication for the teas is very simple: they are sorted by the tea types, black, red and green. Since the launch of the original three products, a sugarfree variant, Charitea Mint has been recently launched. The Charitea brand has also expanded the line extension of two mate based products, a traditional Argentinian herbal drink. See our case for Charitea Mate and Charitea Mate Ginger Sugarfree.
Ten years after the launch, the products can be enjoyed in thousands of outlets across Europe, the US and Asia. Millions of Euros have been channelled back to local community aid projects in countries such as Sri Lanka, Paraguay, Mexico and South Africa.
Still life photography: Patrik Lindell