A pure premium brand creation
Lov organic gives Scandinavian design cues a contemporary twist to differentiate its premium teas brand
Founded in Moscow in 1867 by the Kousmischoff
family (they subsequently moved
to Paris and then to Berlin and London) for over 150 years the Kusmi Tea
company has been inviting lovers of tea to enjoy fine and sought-after teas, as
well as their special blends.
After some years of financial
uncertainty, in 2003 the company was taken over by the Orebi brothers, part of
a long line of commodity traders, and the brand Kusmi Tea was born.
By the beginning of the 2010’s, the
French tea category appeared to be ripe for innovation, specifically the
introduction of a premium brand of organic tea and infusions sold under a new
brand and identity. The new products would benefit from the creativity and know-how
of Kusmi Tea, and would be as beautiful as they are delicious, packaged of
course in environmental-friendly containers.
recognised as a forward looking society that understands the value of nature, was chosen as the source of inspiration. Care
for the environment strongly defines this region and resonates with the values
of the new brand. From this inspiration came
its uplifting name, Lov (meaning « leaf » in Danish and Swedish).
The creation of the visual identity
is derived from classic Nordic design cues : minimalist, joyful and
colourful. And presenting a striking contrast between Lov’s dramatic modernity
and the dull and conservative approach traditionnally used for organic teas.
Lov typography is deliberately
pure and elegant to highlight the premium positioning of the brand. Straight
out of a Scandinavian forest, a delicate little bird becomes the emblem of Lov.
More than simply a graphic symbol, it represents the beauty and fragility of
nature. The different positions it occupies on pack help to give a sense of
liveliness to the brand, while at the same time aiding range navigation.
The Lov brand experience is also brought
to life in store where touches of nature (eg birch trunks, a green wall) create
a backdrop for furniture made of unfinished natural wood, on which the
eco-friendly colourful packaging is presented to maximum effect.