Interabang – GREK Tea Branding and Packaging

“ The brief:
GREK is a new tea company importing high quality herbs from Greece where they thrive – loaded with essential oils, solar energy and aromatics.
Bringing that vitality to an infusion is something of an art and GREK have focussed on finding the perfect proportion of the right varieties from the right areas of Greece.

We were approached by GREK to create branding and packaging that reflects this pursuit of perfection and would support the products in mid to high-end retail outlets.

The creative idea:
The founder’s tales of childhood trips to the Greek islands proved inspirational when creating the GREK brand identity and packaging – the mono geometric Xysta tiles synonymous with one of the islands being a perfect representation of perfection, clarity and simplicity. These tiles not only gave us flavour signposts for the front of packs, but also offered a distinctive visual richness when used as a pattern across touchpoints.

Expressions of quality were used throughout – from the construction of the bespoke boxes, to the flavour descriptions which take their cues from wine tasting notes.

Each tea in the GREK range has a story to tell, and we were keen for this to reach the audience. Five evocative illustrated short stories were commissioned, which come in individual booklets with each flavour.”