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