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Joe’s Tea brand and packaging designed by Echo

Brand design company Echo has created the brand identity and structural packaging of London-based Joe’s Tea Company, founded by Joe Kinch, a former tea supply chain manager.

The design was inspired by traditional ‘City of London Liveries’. Echo’s designer and illustrator James Pearce created a range of ‘Joe’s crests’ to characterize individual flavors, according to

A cut-out on the side of the packaging allows a peek into the whole leaves used by Joe to maximize flavor where the illustrations continue with a customized ‘Joe’s Map of London’.

Echo senior designer Christy Davies said in highly competitive markets, such as tea, design and brand personality plays a large role.