UK – The new brand appeals to a younger generation of tea drinkers with its combination of bold packaging, unusual flavour fusions and direct-to-consumer model.
Offblak rethinks how tea is delivered both physically and visually. As well as offering new flavour combinations such as mint and chocolate or orange and jasmine, the brand puts a contemporary twist on traditional flavours such as Earl Grey.
The brightly coloured packaging is designed with social media in mind, in keeping with the tagline ‘drink tea like everyone’s watching’. Each slimline box features playful designs from illustrator Thomas Hedger, which symbolise each tea’s mood and effect while distinguishing the brand’s four core categories: Fully Charged, Chill Out, Glow and Caff Free.
‘Our identity needed to redefine the category and capture Offblack’s zero-compromise on taste and excitement while being brave and direct,’ says founder Dmitry Klochkov.
To learn more about how designers are approaching visual communication around food in new ways, read our Future Foodscapes design direction.