Joe's Tea Co.: How to build a brand from a tea bag

Campaign details

Category name: Beverages
Agency: Echo Brand Design
Advertiser: Joe's Tea Company

Executive summary

Entrepreneur and tea expert Joe Kinch came to Echo with the objective of launching his own tea brand. Joe's fundamental desire was to create a tea brand that would champion a shift in the category, behave as a lifestyle brand and inject youthful desire into one of the UK's most established sectors. Joe recognised that the tea landscape would change, with growing ranges of speciality teas catering for more health-conscious consumers.

With this in mind, Joe needed to create a brand that would champion this category shift alongside existing premium niche competitors as well as competing with the UK's established stalwarts of tea. Not an easy challenge for a startup.

For Echo, the challenge was on to create a premium, differentiated tea brand that would shake up the category. Echo created the name, brand identity and packaging for Joe's Tea Co.