OFFBLAK is a new direct-to-consumer lifestyle tea brand that has been launched in the UK and is promoted by the London-based brand agency and SMITH.
In order to redefine the tea category, OFFBLAK's goal is Generation Z and Millennials. Their goals are beauty, status and experience, and their identity encourages consumers to "drink tea like everyone else."
OFFBLAK founder Dmitry Klochkov aims to shake up the beverage industry and open up an exciting new route for tea. Its brand attracts more health-conscious consumers who are not afraid to try new brands and flavors. In order to meet this requirement, & SMITH created an identity for the tea challenger OFFBLAK, bringing a sense of quality to the highly discerning Gen Z and millennial markets, & SMITH jokingly named it "Gen T".
"We want more than just tea-more. Today, natural ingredients are given, but usually, tea that is good for you does not meet the standard in terms of taste. Our identity needs to redefine the category and capture OFFBLAK in taste Zero compromise with excitement, while being brave and direct. We are rule-breakers, and the identity created by SMITH really reflects this," Klochkov said.
Get rid of the existing category design specifications, & SMITH has introduced a new palette and range architecture, clearly distinguishing four core categories: Full Charged, Chill Out, Glow and Caff Free.
Each of these four categories reflects the early advantages of tea, helping to choose the right flavor for the right need—whether it's a detox tea or an uplifting, refreshing flavor. The emotional naming in each category further supports this to reinforce the core interest message, from "brighten" and "flavor" to "squeeze me" and "downtime", and then detailed information on specific flavor characteristics.
On the back, each package contains more information about the caffeine content and taste, as well as detailed information about the feel of the tea, for example, "Complete a yoga class."
In order to break the rules of tea, OFFBLAK packaging needs to be bold and stand at the intersection of quality and necessary attractiveness. & SMITH provides a playful look and feel through collaboration with illustrator Thomas Hedger, using bright colors and interesting illustrations to refer to the mood and effects of each category. Each sub-series has a specific style, such as circular graphics or graphics in different poses, and each flavor feature is depicted by a new illustration.
Each slender box is specially designed to pass through the mailbox for convenient and smooth delivery, and the scope information is marked on the spine of the book. Once arranged neatly, the entire series becomes a tea room, which is more enjoyable on Instagram and on the shelf than in the cupboard.
Reflecting OFFBLAK's commitment to providing high-quality whole leaf tea, each serving uses pyramid-shaped tea bags to better spread the taste. Quality and taste are the top priority, & SMITH embeds this commitment into the OFFBLAK logo by creating a distinct triangle "A" as a nod to the pyramid tea bag design.
In order to enhance the social attractiveness of OFFBLAK tea, & SMITH created "Don't Buy Our Tea". Try it' activity, you can see the free OFFBLAK tea samples sent with ASOS and Missguided orders from May 2019. Through the OFFBLAK website, customers can also send tea samples to friends, and may win a year of free tea, delivered in the form of a tea combination in a smooth black box with the rainbow foil brand.
& SMITH creative partner Dan Bernstein (Dan Bernstein) said: "We have studied the tea we know and how it is delivered-both visually and physically. We have given OFFBLAK a craftsmanship The descriptive freedom that the beer and coffee industry has so far, and the flexibility to develop and develop the series as a truly possessable identity. OFFBLAK has an exciting attitude towards tea, focusing on changing concepts and standing out from the crowd. That's where we like to stay."
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