The Brief
BeYouTea (read as beauty) is a FMCG brand of tea developed by Home Garden, a Romanian retailer with more than 13 stores nationwide. A BeYouTea brand needs to represent beauty, the beauty to drink and enjoy tea. The main colour of the brand should be green, to make a connection to the other Home Garden products (rice, tinned vegetables, jams and compotes).

Brand Positioning
BeYouTea is a positive, beautiful brand that conveys empowerment. We want BeYouTea to focus on the beneficial effects of tea, the beauty of the habit of drinking tea and the well-being you feel when you drink it. BeYouTea makes you feel good, happy, beautiful, empowered and healthy.

The Solution
The BeYouTea logo was given a fashion approach. A sharp, clean and elegant approach with a hint of a tea mug included in the "U" letter. Imagine the BeYouTea name as a fashion magazine.
The brand was divided into 3 ranges: Classic, Fashion and Premium, each having a separate approach, but linked together by the BeYouTea logo and the layout of the design. The classic range had a core approach to match the target of medium income customers, while Fashion and Premium range is focused on pyramid tea bag, lifestyle and the richness of tea assortments.

Client: Safeway International, Romania
Services: logo design, packaging design, artwork, visuals

The Classic tea, is a core range that includes 15 assortments of fruit tea, green tea, black tea, herbal tea and weight loss tea.

The Fashion tea range, is a beauty. A beautiful lifestyle range that includes 3 assortments of weight tea los, green tea and orange fusion tea.

The Premium tea range includes 6 assortments of tea, with emphasis on pyramid tea. Having a general dark mood, a strong imagery was developed for easy flavour differentiation. Print finishes such as hot stamp golden foil and emboss were taken into consideration for this range, to give a more premium feel and touch.

What the client said:
"Horea helped us create and set the visual direction of our new brand of tea. He is a true asset and a perfect match for this project, as he knows exactly how to bring a client's vision to life. 
Horea is extremely talented, easy to communicate with, and able to perfectly understand the personality of the brand as well as the market trends, cultural aspects and customers' consumption behaviour.
Working with Horea is absolutely “hassle-free”! The whole process is so smooth and the results so good, it literally wows you! He sets really high standards for his work, and even so, he manages to overdeliver! 
Once you get to work with Horea, you will see what top-notch design and quality packaging is really all about!
We are so grateful for such a successful collaboration and totally recommend Horea! We are looking forward to working with him again!"
Vlad Tarmure, Safeway International, Specialist Marketing
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