In 2010, with the tea category ripe for innovation, Kusmi Tea saw an opportunity to create a new premium brand of organic tea. The challenge was how to differentiate the tea brand and convey its natural proposition in a fresh new way.
Inspired by the Scandinavian love for design and inherent appreciation for nature, CBA created a new brand for Kusmi Tea, called Lov Organic, stemming from the Danish word for leaf. The visual identity was derived from classic Nordic design cues and utilizes a small bird to convey the liveliness of the brand. This icon evolves across the brand to help differentiate products and aid navigation.