Branding
Thursday March 18, 2021 By David Quintanilla
Partners Tea Is Your Cup Of Tea | Dieline


This model has a complete lot of persona, and we’re spilling the tea. The company Love & Conflict rebranded Companions Espresso to make the model extra accessible, inclusive and evoke a way of optimism with their tea line. The playful but nearly “tea-stained” packaging colours had been chosen to emit a way of nostalgia whereas nonetheless sustaining a up to date feel and look. The emblem’s font achieves this identical stability of sentimentality and modernity whereas taking inspiration from old-school New York espresso counters. Each single element has been nicely thought by means of with out going too overboard. Simplicity meets strategic pondering effortlessly.


“Within the spring of 2019, Toby’s Property Espresso Roasters started working with model technique and design agency, Love & War, to rebrand as Companions Espresso. Love & Conflict created the model’s new id, together with the naming, brand, packaging design, signage and menus in Companions’ cafés, serving to to foster the model’s progress and evolution, together with the latest tea line launch.
Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph

Love & Conflict developed a daring, dynamic design aesthetic that evokes heritage espresso manufacturers and the basic power, optimism, and ease of old-school New York espresso counters. The workforce was impressed by Companions Espresso’s heat, human power and ongoing dedication to espresso training, sustainability and craft, and sought to speak the roaster’s experience whereas remaining true to their core ethos of accessibility and inclusivity. 

Editorial photograph
Editorial photograph

The end result was a saturated and playful coloration palette that evokes nostalgia but additionally feels modern – together with variations of cyan blue, heat mustard yellow, basic crimson, Kelly inexperienced, and extra, the colours complement one another and supply alternatives to combine, match and distinction. The palette itself was at all times meant to repeatedly evolve, just like the model itself – adapting, altering, and “partnering” with new (group members, purveyors, and so forth.). 

Editorial photograph
Editorial photograph
Editorial photograph

With Companions increasing into the tea class, Love & Conflict softened the unique colorways, which that they had developed for the espresso model, and made them extra “tea-stained” – a watery, muted model of the palette that displays the softer flavors of the tea and distinguishes the road from Companions’ flagship espresso choices.

Editorial photograph

Editorial photograph

Partners Tea, which incorporates 4 blends (Moroccan Mint, Lemon Ginger, Companions Breakfast, and Apple Cider), is accessible in baggage of 16 ready-to-brew pouches and ships nationally. As a substitute of making a field or tin (what individuals sometimes discover within the tea aisle), Love & Conflict maintained consistency with the model’s recognizable espresso line (baggage of beans) to attach the 2 distinct traces underneath the Companions Espresso umbrella.



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