About Bloom: Mashreq is an Egyptian company for business development with 30 years of experience in the FMCG Market. In 2021, Mashreq launched Bloom, a new promising herbal infused tea brand on the rise. The brand was launched to fulfill the means of finding both physical and mental well-being, to actually ‘bloom from within’. Bloom values self-love, it emphasizes on the necessity of taking some time off for yourself, for both nourishment and relaxation. Bloom started with nine essential single blend flavors: Hibiscus, Cinnamon, Sage, Caraway, Chamomile, Tilia, Mint, Anise, and Ginger.
Logo Concept: The icon communicates the blooming plants that sprout out of the ground. The concept is an amalgamation of nature integrated as a leaf in the letter “B” and enclosed in the shape of a circle. The leaves symbolise nature, deeply rooted with the letter B in a circle to communicate the everlasting bond that binds the brand to nature, which differentiates Bloom and makes it original. This is a direction where Bloom is communicated as an organic, refreshing, and premium brand.
Brand Illustrations: The Digital Painting style is used to make the packaging look more realistic in order to catch the eye of the consumer as well as differentiate it amongst other brands. The details used in the illustrations portray the beauty found in the herbs.
Colour Palette: The pastel colour palette evokes calmness and relaxation. Bonding feelings of earthiness and peacefulness to create a grounded sensation which conveys the main message, attaining mental and physical wellness.
CREDIT
- Agency/Creative: Bladesmith
- Article Title: Bladesmith Create Brand and Packaging Development of Bloom Herbal Tea
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Egypt
- Agency/Creative City: Cairo
- Market Region: Middle East
- Project Deliverables: Brand Creation, Brand Design, Packaging Design
- Format: Box, Sachet
- Substrate: Pulp Carton
- Industry: Food/Beverage
- Keywords: Branding, Digital Art, Drink, Healthy, Packaging, Beverage, Bloom, Herbal, Pastel, Tea
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Credits:
Founder & ECD: Ahmed Mansour
Art Director & Illustrator: Walid Hussein
Art Director: Abanob Maccari
Photographer: Yehia El Alaily
Brand Planner: Farida El Far
Brand Planner: Nour Shoukry
Operations Manager: Reham Salem
Copywriter: Sarah Ayoubi
Brand Executive: Nader Saad
