Eastern Europeans have been steeping dried fruit in hot water as a warming drink for centuries. We worked with Piramida in Kiev to modernise the drink into a handy tea-bag format for a cosmopolitan audience who is looking for an alternative to tea.

“The traditional drink’s folksy origins suggest an outdoor-oriented and wholesome character.  In the UK or US, these attributes would have likely translated into earthy illustrations and muted tones. But these memes look less attractive in Eastern Europe and a more urban approach was required” explains Niqui Harwood, designer on the project.

The selected design for the identity incorporates symbols from nature and fruit without feeling twee and traditional. The result is a set of ques that support the fruit and wholesome messages and appeals to the aspiring urbanite.