The Brief
The initiative of this brief was to brand the Rooibos tea followed by a name, logo and series of package designs to execute accordingly.
History of the tea
Plant-
Rooibos (Anglicized pronunciation: roy-bos; Afrikaans pronunciation: meaning “red bush”; scientific name Aspalathus linearis) is a broom-like member of the Fabaceae family of plants growing in South Africa’s fynbos.
Rooibos (Anglicized pronunciation: roy-bos; Afrikaans pronunciation: meaning “red bush”; scientific name Aspalathus linearis) is a broom-like member of the Fabaceae family of plants growing in South Africa’s fynbos.
The generic name comes from the plant Calicotome villosa, aspalathos in Greek. This plant has very similar growth and flowers to the rooibos plant. The specific name linearis comes from the plant’s linear growing structure and needle-like leaves.
In 1772, Swedish naturalist Carl Thunberg noted, “the country people made tea” from a plant related to rooibos or redbush. Traditionally, the local people would climb the mountains and cut the fine, needle-like leaves from wild rooibos plants.[citation needed] They then rolled the bunches of leaves into hessian bags and brought them down the steep slopes using donkeys. The leaves were then chopped with axes and bruised with hammers, before being left to dry in the sun.
The Concept and design base
Meet the Greeks
The concept combines the origin of the generic tea plant from Greece and the smooth taste of the tea itself well known in South Africa.
The aim is create a visual emphasis on the taste and texture of the tea and where it came from.
The Name and Logo
A play on words with the involvement of Greek influence.
Leios = smooth
The name is influenced by the fact that the generic plant of Rooibos is Greek. Remembering the origin of this culture and using the description of the taste and sensation of the tea itself to come up with a name that translates “smooth” into the Greek word “Leios”
The LOGO was inspired by the generic plant that is found in Greece and combining the heritage of the Greek culture with a head wreath made of the Generic plant (Calicotome villosa). This logo and design creates the fresh and smooth sensation of the tea with the colours and form.
Final Designs and packaging
The brands identity reveals the organic nature of the hot beverage in such a way that relates to both culture and nature. Through this is a series of monotone colours of light yellows, greens and creams that give the visuals of a more organic and healthy feels about the brand. The logo was inspired by the Greek influence of culture by taking the iconic head wreath from ancient Greek times and using it as a token to portray the vibrant yellow flowers of the generic plant from Greece (Calicotome). Using these colours it contributes to the essence and look and feel of the brand where organic as well as vibrant sensations.
