Fully Loaded Tea takes exotic berries that are full of vitamins and antioxidants, and then blends them with premium whole leaf teas. Beautiful brand development including identity and package design by Subplot.

“The logomark presents this concept in its simplest form: “Fully Loaded” is bursting so much with goodness and flavour that the letterforms are swelling to capacity. Truly “Fully Loaded”. And the “tea” leaf anchors the logomark and brings it fully in sync with the purity of the whole-leaf product.

The identity system takes the concept farther with fun rantings against the “watered down world” and how FullyLoadedTea is the bold and opinionated alternative. This is principally evident on the packaging system, where the flavour names jump out of the rantings, while a flavour-inspired painted background with illustrated fruit blends and iconic photography bring both the storytelling and flavour story to life. The packaging system also integrates a unique drop-down drawer for restaurant and café display purposes, instead of the typical ripped front.”