Founded in Moscow in 1867 by the Kousmischoff family (they subsequently moved to Paris and then to Berlin and London) for over 150 years the Kusmi Tea company has been inviting lovers of tea to enjoy fine and sought-after teas, as well as their special blends. After some years of financial uncertainty, in 2003 the company was taken over by the Orebi brothers, part of a long line of commodity traders, and the brand Kusmi Tea was born. By the beginning of the 2010’s, the French tea category appeared to be ripe for innovation, specifically the introduction of a premium brand of organic tea and infusions sold under a new brand and identity. The new products would benefit from the creativity and know-how of Kusmi Tea, and would be as beautiful as they are delicious, packaged of course in environmental-friendly containers.
Scandinavia, universally recognised as a forward looking society that understands the value of nature, was chosen as the source of inspiration. Care for the environment strongly defines this region and resonates with the values of the new brand. From this inspiration came its uplifting name, Lov (meaning « leaf » in Danish and Swedish).The creation of the visual identity is derived from classic Nordic design cues : minimalist, joyful and colourful. And presenting a striking contrast between Lov’s dramatic modernity and the dull and conservative approach traditionnally used for organic teas.
Lov typography is deliberately pure and elegant to highlight the premium positioning of the brand. Straight out of a Scandinavian forest, a delicate little bird becomes the emblem of Lov. More than simply a graphic symbol, it represents the beauty and fragility of nature. The different positions it occupies on pack help to give a sense of liveliness to the brand, while at the same time aiding range navigation.
The Lov brand experience is also brought to life in store where touches of nature (eg birch trunks, a green wall) create a backdrop for furniture made of unfinished natural wood, on which the eco-friendly colourful packaging is presented to maximum effect.