JOE'S TEA CO.

Echo designs new east London tea brand, Joe’s Tea

In a bid to make Britain’s favourite drink cool again, Echo teamed up with east London based tea man, Joe Kinch.

The design took inspiration from traditional ‘City of London Liveries’ protecting the professionalism of key trades (e.g. the candlestick maker, butcher, baker) and added a contemporary twist. Led by Echo’s in-house designer and illustrator James Pearce, a range of ‘Joe’s crests’ were created to characterise individual flavours and enhance the expertise behind each blend.

Christy Davies, senior designer at Echo said: “In highly competitive markets such as tea, design and brand personality play an even bigger role – the beauty is taking all of the smart thinking you do beforehand and creating something that looks so comfortably simple, yet each layer reveals a deeper chapter of the brand story.”
The design has been rolled out across a range of ten different blends, all promising to excite and surprise anyone who loves a brew!