JOE CAME TO US AS AN EXPERT IN TEA.
But not in packaging design, he loved and lived the 'East London life' and wanted to bring his passion to the tables and teapots of a new generation.


JOE TALKED TEA...
...AND WE LISTENED

We knew the brand should be built with Joe at the centre of it; that it should reflect his passion, his wit and of course, his love of tea.

And so Joe's Tea Co. started its journey.

Together we delved into the world of London guilds - the epitome of London's craftsmanship.

 

Each pack was finished off with a bespoke map inside, giving the consumer something extra to explore and bringing the East End life to, well, life.


FINALLY WE STEPPED BACK
to watch Joe and Joe's Tea Company grow...
...and grow... as the brand we created together hit the shelves of Harvey Nichols nationwide, warmed tables in the Breakfast Club, adorned Parisian cafes in the Marais, hung out with cool kids in Stockholm and even malls in the Middle East.

Recognition of our work's commercial impact came in the form of DBA International Design Effectiveness Award, and a FAB Award, in the Design Effectiveness category. 

When I first approached ECHO I had some big ideas about tea and the company I wanted to start up. What I came away with was a fully fledged brand including everything from the logo to a range of beautifully designed packs that really show the character I wanted to get across. ECHO really listened and helped to build a future vision for Joe's Tea Co.

Joe Kinch
Director, Joe’s Tea Co