Simply effective visual identities for purpose-driven brands and startups.

down below tea co droplet badge logo design wordmark visual identity by connor fowler cfowlerdesign

Down Below Tea Co.

Bringing CBD to life for Down Below Tea Co.

The CBD market is experiencing a gold rush at the moment. Hundreds of new businesses popping up each month with CBD this or CBD that with an overwhelming amount of new products coming to market. Making it difficult to cut through the noise and build a brand with long term ambitions.

Down Below Tea Co. was set up by a small team with a clear vision. They found a spot in the market that felt untapped and saw the potential for a more refined and serious CBD drinks brand to emerge. Creating a range of CBD iced tea which resonated with the professional urbanite. An audience who doesn't want to associate with the eccentric, loud and often childish brands that were dominating the CBD industry.

This isn't just iced tea, it's a whole new era.

down below tea co circular badge logo design cbd iced tea visual identity by connor fowler cfowlerdesign

The Problem:

As a new brand in a heavily contested market space my challenge fit around one key question - how can we provide an experience that is unlike anyone else in the space?

What would make DBTc's customers pick up a can and share it with their friends? How could we use design to inform them about CBD whilst also providing a unique user experience?

down below tea co stylescape visual identity by connor fowler cfowlerdesign
down below tea co original and raspberry cbd iced tea soda can packaging visual identity by connor fowler cfowlerdesign
down below tea co blueberry flavor cbd iced tea multiple cans laying down visual identity by connor fowler cfowlerdesign
down below tea co box packaging for multiple cans of cbd iced tea visual identity by connor fowler cfowlerdesign
down below tea co original cbd iced tea multipack box with cans outside visual identity by connor fowler cfowlerdesign

The Outcome:

For Down Below Tea Co. I created a brand identity that can grow easily alongside their ever expanding product line. Creating a simple but effective strategy to cut through the noise of their competitors.

Using colour rather than text or illustrated images to inform their customers about differences between drink flavours. Their new packaging builds on their minimal logo and visual identity, maintaining the "concrete jungle" aesthetic that reflected their initial vision and information we uncovered during brand discovery workshops. They're refined but edgy, distinct but familiar, subtle but strong.

down below tea co business card design white with green design visual identity by connor fowler cfowlerdesign
down below tea co collection of logos and badge designs blue and white for cbd iced tea branding visual identity by connor fowler cfowlerdesign
man holding down below tea co cbd iced tea can in hand on busy city street visual identity by connor fowler cfowlerdesign

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