10.15.07

Fully Loaded Tea identity + packaging

Packaging, Consumer

Tired of mass-produced, dust-filled teabags and sour, tasteless teas, Vancouver, BC-based FullyLoadedTea set out to make its mark with a premium line. They created powerful blends using whole fruit and whole leaf teas, enclosed in silk pyramid bags; they then selected Subplot Design Inc. to create the identity and packaging to introduce it across North America.

With the mantra, "FullyLoadedTea. For a watered-down world." it's presented as a bold, opinionated, full-flavor, big attitude line. With type that swells to capacity, and a leaf that anchors the type and represents the purity of the product, the logomark symbolizes goodness and flavor. The packaging system takes the concept farther with bold colors that suggest bold flavors and an unmistakably modern design. Fun rantings and provocative and opinionated statements about the "watered-down" and "wishy-washy" world of teas are coupled with flavor names that jump out of the rantings, flavor-inspired painted backgrounds and iconic photography that complete the story.

Matthew Clark/Roy White/Steph Gibson, designers; Matthew Clark, writer/creative director; Steph Gibson/Matthew Clark/Roy White, illustrators; Raeff Miles/stock (people graphics), photographers; Rhino Print Solutions, printer.

www.subplot.comwww.fullyloadedtea.com