Lov Organic, A pure premium brand creation
Lov organic gives Scandinavian design cues a contemporary twist to differentiate its premium teas brand



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.

True vision

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.

Creative expression

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.


CBA London

New Wing, Somerset House
Strand, London WC2R 1LA

Phone +44 (0) 20 7788 4727

© 2016 All Rights Reserved

CBA is a global design agency.
It is composed of a network of 13 offices located across the globe, sharing the same mindset.
Our 305 professionals work passionately everyday on projects for more than 30 countries.

CBA Global en
CBA France FR / EN
CBA Italy IT / EN
CBA Spain ES
CBA Turkey EN
CBA Middle East EN
CBA Asia Pacific EN
CBA Latin America PO / ES / EN

Type your search and hit return

Subscribe to our newsletter

First name

Last name

Email address

You will need to confirm your address to activate your subscription
By clicking 'Subscribe Now' you are agreeing to our privacy policy

Terms and conditions


This site is edited by:
CBA Paris
SASU with a capital of 1 150 000€ Euros
RCS Paris
Headquarters : 96 rue Edouard Vaillant, 92 300 Levallois-Perret, France
Tél : 01 40 54 09 00

Director of Publication : Louis Collinet

This website was developed by :
CB’A Srl
Headquarters: via Lecce 4, 20136 – Milan, Italy

The information displayed on this site concern all CBA Paris entities. These companies are referred hereafter by the name « CBA Group ».

Property rights


All data, text, information, images, photography, videos or any other content shared on this website are protected by copyright. Any reproduction, representation, use or adaptation, whatever the form, of all or an element of this site without the written consent of CBA group will be considered as a counterfeit act and falls under the penalties of Intellectual Property Code.

Brand copyrights
All named and logotyped brands and other distinctive signs which appear on this website are CBA group’s property and / or of their clients. Consequently, any reproduction or representation, and any use of these distinctive signs is prohibited, except with a writtent consent of their owners.

Links generation to
The website allows the set up of an hypertext link pointing towards its content, except using the technic of « deep linking », i.e the pages of www.cba-design.com should not be integrated within another website pages, but accessible through the opening of a new window.
This authorization should not apply in any case to websites displaying controversial, pornographic, or xenophobic information or which could tharm sensibility or cause public disorder.

Website editor 's responsibility

Website content :
CBA Group has attempted to ensure the accuracy and the update of the information contained on this website ; CBA Group reserves the rights to amend, at any time and without notice, the content. However, CBA group cannot guarantee the accuracy, the precision or the comprehensiveness of the information carried on this website.

Website access :
CBA group companies cannot be held liable for any incovenience or damages related to the general use of Internet, notably in case of service breakdown, external intrusion, downloaded viruses, or damages caused to the equipment or software which would be linked to the use of this website.

Links to other sites :
The site might include links to other Internet websites. Given that CBA group can’t control these sites, CBA group cannot bear the responsibility towards their contents, advertisments, products, services or any other material available on or from these websites. Moreover, CBA group cannot be held responsible for any damages or loss related to a trust relationship to the content, goods or services availables on these sites.

Privacy policy
Visitors are made aware that all personal date collected on this website are automatically processed. Data collected are kept confidential and are aimed at the exclusive use of members and services of CBA group.

These personal data fall under the dispositions of law « Informatique et Libertés » of January 6, 1978.
It is understood that the visitor is given a right of access, amendment or deletion of any personal data related to them, by sending a mail to :
CBA Fabien Godimus 96 rue Edouard Vaillant 92300 Levallois-Perret
or by sending an email to fabien.godimus@cba-design.com