Offblak is a new tea company that launched in the UK in April 2019. It aims to attract a more health-conscious consumer, unafraid to experiment with new brands and flavours. To meet this brief, & Smith created an identity that brings a premium feel to attract a Gen Z and millennial market.

& Smith introduced a fresh colour palette and a product range with four core categories: Fully Charged, Chill Out, Glow, and Caff Free. Each of these reflects the upfront benefits of the different teas, aiding selection of the right flavour for the right need – whether that’s a detoxing tea or an enlivening, refreshing flavour.

Offblak’s packaging was created in collaboration with illustrator Thomas Hedger and has a playful look and feel. Each sub-range has a specific style, such as a circular graphic or figure in different poses, with each flavour profile depicted by a new illustration. The brand’s logo features a triangular A as a nod to the product’s pyramid teabag design.

The teabags come in a slimline box designed to fit through a letterbox for convenient and smooth delivery. Once lined up, the full collection becomes a library of tea.

Studio: & Smith
Creative Partner: Dan Bernstein
Design Director: Susan Jamieson
Designer: Sam Kang
Illustrator: Thomas Hedger