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“Hide and Seek”

(Est. 2015) Whistle Blower Tea Co. is a producer of organic, loose-leaf tea in Australia, offering its products to coffee/tea shops and retailers.

Design by
Black Squid Design (Adelaide, South Australia)

Related links
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Relevant quote
As a growing company in a saturated market, Whistle Blower Tea Co. wanted stand out as the premium tea, with a brand that represented their philosophy of honesty, quality and sustainability. To achieve this the brand had to be repositioned, starting with a more contemporary logo and retail packaging, to share a clearer more targeted message.

Taking inspiration from whistleblowers, code breaking, redacted documents and data leaks, we trialed many combinations of missing letters to achieve the most readable outcome, with the brain naturally filling in the gaps in the logo. A clean and minimal approach is employed across the brand and packaging, with a strong, commanding logo and a bold photographic style showing each individual ingredient in detail. In doing this, the brand strives to communicate the voice of the company as being open, honest and direct with the consumer. To back up this ideology sustainable materials were sought out wherever possible, with a compostable internal bag and 100% recyclable carton, label and print collateral.

Images (opinion after)

New Logo and Packaging for Whistle Blower Tea Co. by Black Squid Design
Logo.
New Logo and Packaging for Whistle Blower Tea Co. by Black Squid Design
Old packaging.
New Logo and Packaging for Whistle Blower Tea Co. by Black Squid Design


New Logo and Packaging for Whistle Blower Tea Co. by Black Squid Design


New Logo and Packaging for Whistle Blower Tea Co. by Black Squid Design


New Logo and Packaging for Whistle Blower Tea Co. by Black Squid Design


New Logo and Packaging for Whistle Blower Tea Co. by Black Squid Design
Packaging.
New Logo and Packaging for Whistle Blower Tea Co. by Black Squid Design
Poster.

Opinion
The old logo was somewhat gratuitous in the sense that it looked like a tea brand, with its frilly foliage, but it had nothing to do with the name of the company. The logo wasn’t bad-bad but it wasn’t remotely great either. The new logo does play off of the company’s name and gives the brand a little more mystique and a personality… the only problem might be the name itself and how it doesn’t have anything to do with tea or that tea isn’t a topic that would require any whistle-blowing. Still, it’s a nice execution and it works quite well in the new packaging that features some cool photography of the ingredients loosely placed on a seamless white background. It’s an undeniable improvement from the old packaging so, regardless of the confusing name, this has a great shelf presence.