WHAT WE DID
Brand Strategy
Visual Identity
Packaging Design
Artwork & Production
The Brief
Hampstead Tea wanted to modernise its brand and packaging to better reflect the biodynamic story behind its teas. While the products were renowned for their organic credentials and unique provenance, the packaging no longer communicated the richness of the Makaibari Estate or stood out effectively on shelf. The challenge was to create a more distinctive brand identity that improved range navigation, celebrated the brand's biodynamic heritage and brought its magical story to life.
The Solution
We reimagined the brand identity and packaging around the extraordinary world of the Makaibari Estate. Inspired by the perfectly imperfect typography found on Hampstead's historic street signage, the new identity feels cultured, characterful and unmistakably ownable. Expressive illustrations celebrate the estate's rainforest landscape, where wild tigers roam freely among the tea gardens, creating a distinctive brand world that captures the spirit of biodynamic farming while delivering greater shelf standout and clearer range architecture.
Inspired by the wild tigers of the Makaibari Estate, the tiger has become Hampstead Tea's ownable brand mascot. Symbolising the rich biodiversity of the estate, it creates an instantly recognisable brand asset that connects every pack to its unique origin, bringing personality, provenance and a sense of wonder to the brand
Creating an Ownable Brand World
From the handcrafted typography inspired by Hampstead's historic signage to the expressive illustrations of wild tigers, lush rainforest and biodynamic nature, every element was crafted to celebrate the brand's unique provenance and bring the Makaibari Estate to life.
Bold colour palettes aid range navigation, creating distinctive ranges that each tell their own story while still feeling part of one cohesive family. The textured stock reinforces the brand's natural, premium quality, while a warm, optimistic tone of voice captures Kiran's positivity and sense of humour. Giving the brand a personality that feels authentic, approachable and committed to doing good for the planet.
