Kusmi Tea, Løv Organic
2010
A branding, naming, packaging and retail design project to win over the organic tea market.

Tea Made with Love,
For Love of the Nature

Kumistea has been producing and distributing tea for more than 140 years, but only recently has it decided to enter in the market of premium organic products. This trend is in fact spreading to a very wide range of products, so much so that it has become almost a must for all those companies that operate in the food sector. Key words: quality, well-being and respect for the environment.

A 360° brand experience

It is by deepening these considerations that CBA has designed together with Kumistea, Løv Organic, new premium brand, dedicated to organic tea and everything that revolves around it.  The challenge is in fact to engage the consumer in a brand experience at 360°, which is based on the product and is expressed consistently in multiple points of contact, from the corner brand boutique, within prestigious stores, to merchandising for direct consumption in bars and dedicated hotspots.

The underlying theme of the entire brand identity Løv Organic is a friendly little bird that wants to become an icon of a healthy and environmentally sustainable way of living.  This is accompanied by the choice of naming: “Løv” in Scandinavian means “leaf”, but it connects also due to the assonance to the concept of "love", almost to underline empathy towards nature and everything what lives in harmony with it.

The little bird of Løv Organic comes to life above all thanks to the packaging. On a visual level, a balanced contrast of bright and neutral colours enhances the first visual impact and brand recognition, communicating at the same time the quality and variety of the offer. The continuous cross-reference between natural and recyclable materials, bright colours and graphic variations of the logo, also transmits vibrancy and closeness to the natural world, as it seems as if the bird enjoys flitting from one product to another, messenger of sustainability.

Environment design and brand experience at 360°

Con lo stesso approccio eco-friendly ed eco-sostenibile, l’immagine coordinata di Løv Organic è stata successivamente declinata anche sui punti vendita e sul merchandise system.

Entrando in una delle boutique monomarca del brand la sensazione è proprio quella di trovarsi all’interno di uno spazio “verde”, sia grazie ai colori brillanti caratteristici del mondo naturale e sia grazie ai materiali organici utilizzati per l’allestimento, come ad esempio il legno.

Lov Organic boutique in Milan.

In the same way, purchasing one or more of the tea accessories (cups, teapots and the like) or going into one of the Løv Orgnaic sales points, one enters in contact with a reality that is very concrete and material. Each product, each package, each element present within one of these contexts is in fact designed to be reused and recycled, in perfect sustainable style.

As the saying goes... reduce, reuse, recycle!

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