Gallery: Super-Hip Teabox Is Tea Made for the Future
Pentagram01Teabox-15
Teabox offers direct to consumer subscriptions, of tea. In an ancient industry, Teabox is a technology company.
Pentagram02Teabox-10
For an image and brand identity that matches its business ethos, Teabox, which is run out of India, when to Pentagram. Natasha Jen designed the company's new logo, packaging, and website.
Pentagram03Teabox-08
Most tea brands rely on one of a few design tropes to sell their product. Jen went for a slick and modern look, fitting for the digital era.
Pentagram04Teabox-07
Solid blocks of color decorate the packaging. Those hues either corollate to the type of tea inside (like tawny brown for chai, or sea foam green for Nova green tea) or they work in color pairs to summon up a certain feeling for the themed boxes, like “Serenity” or “Festivitea.”
Pentagram05Teabox-03
The typeface is an updated version of the stenciled lettering Jen saw on the sides of all the shipping crates at Teabox's warehouses and gardens. “It was used back in the day when the East India Trading Company was around,” she says.
Pentagram06Teabox-17
The combination of a tidy new typeface and Jen’s instructive color palette makes Teabox’s tea look more like cosmetics or gadgets than a botanical product—and that’s the point. Teabox hopes to use its packaging to demystify the expansive world of drinking tea.
Pentagram07Teabox-Packaging01
Teabox’s original in-house design for the packaging used some white, black, and pale green colors along with what Jen calls “generic” graphics. It wasn’t offensive, per se, just lackluster.
Pentagram08Teabox-website01
In a big market—tea, the second-most consumed beverage in the world after water, was a $10-billion business in the United States in 2014—a brand needs to stand out.
