Joe Kinch, founder and director of Joe’s Tea Co. went to Echo as an expert in tea… but not in packaging design. He loved and lived the ‘East London life’ and needed thier help to bring his passion to the tables and teapots of a new generation. Echo knew that the brand should be built with Joe at its heart.
“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. We designed a range of hand-drawn ‘Joe’s crests’ to characterise each individual flavour with a unique story and a sprinkle of humour. A cut-out on the side of the packaging allows a glimpse of the tea itself and creates a window into the heart of Joe’s Tea where the illustrations continue with a bespoke map of London, giving the consumer something extra to explore and bringing the East End life, well, to life.
