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    A redefined brand icon and ecommerce website for Toronto-based Sloane Tea Company.
Sloane Fine Tea Merchants
Brand Audit, Ecommerce Website Strategy & Design.

To better define the brand, this project required a thorough investigation into the roots of the Sloane Tea Company, in particular the British heritage of the brand’s namesake: Sloane Square in London. Building upon the notion that Sloane is a ‘gentlemen’s tea’, the result is a unique, versatile icon.

This identity was then expanded to include an ecommerce website for both consumers and wholesale buyers. The website is structured to accommodate the different ways in which tea enthusiasts shop for tea.

Illustration: Andrew Plewes.