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InspirationGraphic Design

Design agency &Smith creates a 'playful look and feel' for new Millennial-focused tea brand Offblak

London-based branding agency &Smith has created the designs for new tea brand Offblak, which looks to target "Gen Z and Millennials driven by beauty, status and experience."

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Seven colourful Offblak tea boxes displaying illustrated designs by Thomas Hedger on a bright blue background

The brand uses the strapline ‘Drink tea like everybody’s watching’, with a "premium feel" design ethos according to &Smith, which adds that it wants to appeal to "a highly discerning Gen Z and Millennial market" which it's dubbed 'Generation T'.

"To break the rules of tea, Offblak’s packaging needed to be bold and stand at the intersection of quality and must-have appeal," says &Smith.

Illustrations were commissioned from the brilliant Thomas Hedger; while the logo uses a triangular ‘A’ as a nod to the pyramid tea bag design.

The colour palette is fresh but bold, used to differentiate the four core categories: Fully Charged, Chill Out, Glow and Caff Free. Each sub-range uses a specific style, such as a circular graphic or figure in different poses, with each flavour illustrated by a different image by Hedger.

Copy on the back of each pack offers information on the caffeine level and flavours, with details of what the tea feels like, for example, ‘Finishing a yoga session’.

Dan Bernstein, creative partner at &Smith, says, “We looked at tea as we know it, how it is delivered – both visually and physically. We’ve given Offblak the illustrative freedom that craft beer and coffee sectors have owned until now, with the flexibility to grow and develop the range with a truly ownable identity."

Hand holding an Offblak Generation T tea box with colourful illustrated character on a bright yellow background, alongside the brand logo and text
Illustration grid showing eight colourful icons including a classical bust, circular wreath, seated figure with items, stacked dice, person holding objects, playing card, blue bust and concentric circles by Thomas Hedger for Offblak tea brand
Four sets of Offblak tea packaging displayed against yellow, pink, purple and green backgrounds, each featuring illustrated characters and circular graphic designs by Thomas Hedger
Offblak Generation T tea packaging box with bold branding alongside a colourful concentric rainbow circle illustration on pink background
Three black Offblak taster pack boxes displayed against a yellow background, showing Generation 1 and Generation 2 designs with geometric illustrations by Thomas Hedger
Four colourful Offblak tea boxes with illustrated designs displayed against a graffitied wall next to a bicycle, showing packaging for the brand's core ranges with bold typography and Thomas Hedger illustrations
Three smartphone screens displaying the Offblak tea brand website with pink, yellow and white backgrounds, featuring illustrated tea products and the tagline "Drink tea like everyone's watching
Six colourful Offblak tea boxes in pastel pink, yellow, green, pink, and lavender arranged on a wooden shelf with a plant leaf and brass watering can
Offblak tea brand packaging displayed in a box and individually, featuring colourful designs with illustrated graphics and the brand's circular logo on a blue background
Offblak tea packaging and pyramid tea bags arranged on a pink background, displaying colourful illustrated designs by Thomas Hedger across multiple boxes and black labels
Hands holding an Offblak tea box with beige packaging, black branding and a yellow label detail against a marbled background
Pink Offblak tea box displaying ingredient list, flavour description "Spicy It Up" and brand messaging on a colourful background with other product boxes visible
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