The Brief
Evolet is a premium tea brand of Kalpo, Romania's 2nd biggest tea manufacturer. They were looking for a strong brand identity to introduce Evolet to HoReCa market, especially to 4+ stars hotels. Their mission has always been to offer consumers a unique, meaningful experience through tea and hot drinks.
The client wanted Evolet story to be big enough for anyone who’s willing to pay a little bit more, to invest in an affordable luxury. These consumers know that good quality tea costs more than a box of tea bags or hot drinks, and they look forward to enjoy every cup.

The Solutions
"Evolet Selection" range was developed along with the tagline "Selected with passion". Passion from farmers who care for the growth of the tea. My creative solution was to expose to the consumers the root of the goodness, the leaf, not objectified, but artistic. The leaf that gives you the mood, love and passion for tea. The idea was to project the real feeling of drinking a good tea. For the hot chocolate drink range, the tea leaf was replaced by the pure bean of cocoa. 
The packaging became an expression of this approach, the colour palette, the graphic approach of the leaf and the cocoa bean, typography, illustration, structural packaging and print finishes taking into consideration the objective to give the client an experience to feel that passion.

Client: Kalpo, Romania
Services: brand identity and positioning, packaging design, packaging solutions, artwork, print design, visuals​​​​​​​

Colour and symbol inspiration:

Logo design and tagline:

4 main times of tea, each having its unique colour coding structure:


Packaging design:

Preparation icons on packaging:

Catalog with pockets to hold product samples, and collateral materials:

Other concept proposals:

What client said:
"Evolet Selection is a brand created especially for the hospitality channel. Together with Horea, who helped us build the Evolet's branding and packaging from scratch, we now easily get into 5 starts hotels across Europe as well, not just in Romania. Our sales revenue increases every year. We are more than happy we recommend Horea for any branding and packaging design project."
Eugen Achim, Kalpo, Executive Manager

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