Extending the Lu Lin brand – A new dimension to tea
Green Forest
Lu Lin had a distinct eastern look to the company when United by Design was approached to update their branding. The challenge was to make the company more appealing to a wider audience of intelligent and savvy shoppers without loosing the authenticity of the origins of the product. The brand developed into an instantly recognisable ribbon that uses the double ‘L’ of the company name to create an iconic tea leaf mark. This sits on a bright band of red that nods to the east without being overpowering.
The brand identity then needed to be rolled out across no less than 100 tea labels, boxes, packs and gift sets whilst also sitting comfortably with specific range extensions. Lu Lin is a passionate, ethical company that wishes to promote Chinese teas whilst supporting local Chinese farmers and cutting out the middle man in the process to supply you with high quality tea. The company manages the whole process, from sourcing and quality checking to packing, and then shipping directly from China to the UK in small batches to ensure high quality control. The company has split its ranges to appeal to different types of tea lovers; from the connoisseur to the complete tea virgin, Lu Lin has a tea that will shatter any preconceived idea of grades of tea. They really do open your eyes to a new way of drinking tea. The extensive range includes the ‘Daily Cup’, ‘Single Estate’, ‘Tea Cubed’ and the ‘Exploration sets’ as well as a number of other very specific sampler sets. United by Design has been instrumental in designing a distinct product range that is instantly recognised and original; so much so that since the re-brand and roll out the company has been approached by a number of key supermarkets and retailers as well as some of the key companies in the tea and drinks sector.
United by Design was very excited when Lu Lin wanted to do something very different in the sector. Using innovation and technology we have helped a company with great vision to bring a brand new tea bag to market. The ‘Tea Cubed’ is literally a new dimension in tea. Packaged in a unique box with a Cubist themed design the pack holds eight cubed bags that can be used in a teapot or steeped a number of times in a cup. The design allows for colour coding across the range whilst giving incredible shelf standout. Interesting as an individual pack but packs a punch as a set!
Driving online sales internationally
Like many business Lu Lin sells its products through its website. As the company did not have a portal to do so United by Design worked closely with Lu Lin to develop its online offering. Having already produced on-pack designs we extended a full library of product photography for the website as well as ensuring that the brand language and image was consistent. Ongoing success of the website has ensured that there is global reach for Lu Lin, highlighting what a truly international company it is. The packaging, website, exhibition material and literature are translated into Dutch, Belgian and French with a view to opening the brand to further new territories in the future.
Share this:
