Pouring colour: a brief for a tea brand

The tea tastes of cherries and liquorice and almost nothing of tea, and the client wanted the packaging to warn people kindly. We tried words. Words made it sound like a medicine. So the identity became one picture: a red rope of liquorice pouring out of the pot where the tea should be.

Three colours carry the whole brand — the teal of the pot, the red of the pour and a white that is a little warm so it never looks clinical. The logotype is set in the red, and nothing else on the box is allowed to be.