Product	Whole leaf teas and all-fruit tisanes
Project	Complete Identity + Packaging System
Scope	Brand Consulting, Logomark, Identity System, Packaging,Sales Collateral, Stationery, Website, Displays

Tired of mass-produced, "dust"-filled teabags, sour herbal teas, and tasteless green and black teas, FullyLoadedTea set out to do something about it. They created a line of powerful blends for people who want to complement their healthy lifestyles, using real whole fruit, real berries, and real whole leaf teas. All enclosed in silk pyramid bags that let these amazing natural ingredients expand and fill your cup with their bold and sensual flavor. And for a target-market of young urban professionals and upper-income luxury-lovers, this product would need a brand personality that was as outgoing as the bold tastes of the teas.

The solution? FullyLoadedTea is the bold, opinionated, full-flavor, big attitude line of whole leaf and all-fruit teas and tisanes in a world of the "watered-down" and "wishy-washy". Never bland. Never watered-down. FullyLoadedTea. For a watered-down world.

The logomark presents this concept in its simplest form: "Fully Loaded" is bursting so much with goodness and flavour that the letterforms are swelling to capacity. Truly "Fully Loaded". And the "tea" leaf anchors the logomark and brings it fully in sync with the purity of the whole-leaf product.

The identity system takes the concept farther with fun rantings against the "watered down world" and how FullyLoadedTea is the bold and opinionated alternative. This is principally evident on the packaging system, where the flavour names jump out of the rantings, while a flavour-inspired painted background with illustrated fruit blends and iconic photography bring both the storytelling and flavour story to life. The packaging system also integrates a unique drop-down drawer for restaurant and café display purposes, instead of the typical ripped front.

A unique sampling program uses "Mini Tea Tubes" as a way to get 4 bags in to the hands of consumers who are looking to try out a new tea before comitting to the larger purchase. Taking three of the most popular and unique blends, Naked Strawberry Green Tea, Spiked Citrus Black Tea and Shameless Berries Fruit Tea, the tubes are packed into a convenient, small-footprint "display box" that sits at retail checkouts in cafes and grocery stores, to drive impulse purchase and promote the brand to new consumers.

A complete identity and collateral system brings the brand fully to life, with an innovative sell-sheet package that mirrors the size and shape of the tea packaging. And that celebrates the beauty and purity of actual tea leaves and fruit blends. A smart business card solution allows the card to hold a single tea sachet to hand out at every opportunity; tying the identity back to the product.