Tea Without the Baggage
The Brief
When Very Craftea first launched in 2017, the branding made sense. Craft kits and loose leaf teas, earthy tones, a hand-lettered logo and kraft packaging. It felt artisan and approachable. But the business had moved on. The craft kits were gone, the product range had grown significantly, and the people actually buying the tea looked nothing like the audience the brand appeared to be speaking to.
Their customers were diverse, spanning different ages and backgrounds, and yet the identity still whispered “quaint little tea company.” The brand had been outgrown and they needed a complete refresh to match the business they had actually built.
