& SMITH Creates Branding and Packaging for ‘Kib’ Tea
London agency & SMITH has created the branding and packaging design for Kib, a new herbal tea range launched by East African speciality food company, The Perennial Foods Group.
The latter claims to be on a mission to connect smallholder farmers in East Africa with international customers.
“We’re entering a crowded category,” says Andrew Weiler, Kib’s commercial manager. “We knew we needed a brand and pack design that would stand out on shelf. We also knew we had a story that could stand out.”
He adds: “So we needed an agency to help us tell that story on pack. Kib is Amharic for circle, and the idea of circularity is at the heart of everything we do. We use circular methods to grow the herbs we use in our teas and the packaging we use is all recyclable or compostable so that it can keep circulating instead of going to landfill. Our commitment to circularity is what delivers the naturally delicious flavours of our herbal teas. That’s the story we asked & SMITH to tell.”
The designs are therefore claimed to be unlike anything else in the tea sector. Details include a minimalist black and white logotype, illustrations by Willian Santiago that “conjure images of the verdant food forests”, and an earthy colour palette to represent each flavour.
The pack inner also explains in more detail how circular growing reportedly creates better quality products. In the same way the circle motif is present throughout, including in the ‘b’ of Kib
“If you want to stand out on shelf, you always need to understand what else is there already,” says Rachel Smith, creative partner at & SMITH. “So we spent a lot of time looking at the tea fixture and working out what would make the difference in that split second of purchase. There was a riot of background colour and pattern on the tea shelf, and we wanted to create something that was modern, and confident.”
In an effort to stand out from other ethical teas, the designers also avoided adopting the ‘kraft paper’ look.
“We wanted people to purchase this tea as a modern lifestyle choice, the positive social and environmental impact messaging is there – but it doesn’t overtake everything else, like the flavour and the ingredients,” explains Smith.
The herbal teas will be available to purchase online at kibtea.com next month.