A really great cup of herbal tea is something of an artform. For new tea company GREK, the magic starts in Greece, where, coaxed by the intense sun, aromatic herbs loaded with essential oils spring from the ground. Multiple varieties are then gathered from the right areas, imported and combined into perfect proportions by the tea brand. Greece served as the starting point for a different kind of art when London, United Kingdom–based design studio interabang began designing the branding and packaging for GREK, plucking inspiration from its cofounder’s tales of childhood trips to Pyrgi, the “painted village” on the Greek island of Chios. In Pyrgi, the houses are decorated with geometric black-and-white Xysta tiles, which are synonymous with the island, itself a representation of perfection, clarity and simplicity. So interabang used these tiles as flavor signposts on the front of GREK’s tea packs; they also offer distinctive visual richness when arranged into patterns. The studio steeped the entire packaging system in quality, from the construction of the bespoke boxes to the teas’ flavor descriptions, written by Scott Perry to emulate wine tasting notes. Each tea in the GREK range has a story to tell, and keen to share these with tea lovers, interabang also commissioned five evocative short stories. Illustrated by Clare Curtis and written by Perry, the individual booklets illuminate each flavor of GREK tea.
Y&R New York’s print campaign portrays search dogs as American heroes.