Cindy’s Tea

A revolution in a tea cup

Transforming a kitchen table company into a premium tea brand.
Branding, identity, packaging, digital

A full rebrand took Cindy Ledgerwood’s tea business from a market stall to stockists and nationwide distribution.

Using Gail’s extensive knowledge of the food and drink sector, we designed premium but cost-effective packaging.

Old pouch and new pouch design for Cindy's Tea.
Before and after.
GT web Cindys tea image7 cropped

Brand direction

This brand needed to say tastes delicious, not just good for you.

Although Cindy’s credentials as a medical herbalist might have suggested a nutraceutical route, there were just too many other visual cues to ignore.

An updated apothecary look began to brew.

Herb illustrations on black background.

Friendly, but not cutesy.
Artisanal, not homemade.
Botanical, not herbal.
A daily luxury that also makes a lovely gift.

We commissioned Antony Miller to make a collection of botanical illustrations, to show the tea ingredients.

An informative and decorative addition to the packaging and website, these also relate to the large, loose leaves of the teas themselves.

Kraft pouch 'Spicy herb chai' and Black card caddy with 'Lemony ginger' tea cup sticker.

Packaging design

Thinking around the brief can save money.

Using a system of printed packs with stickers, Cindy needs just two new stickers to launch a new blend.

It’s not obvious that the individual information is printed on stickers, which are designed to fit all pack sizes.

Packaging as a brand asset

Cindy’s Tea is a microbusiness with no budget for traditional advertising. These packs are really pieces of packvertising, which are designed to leap off the shelf when alongside similar food and drink products.


Logo design in context

The logotype is designed for good legibility on the shelf.

The serif typeface used (Patchouli—how appropriate!) has a relatively tall x-height. It marries well with other sans and serif typefaces used in print and digital contexts.

The leaf-apostrophe is foil blocked and is also used as a motif on tamper-proof stickers.

Front and back of Cindy's Tea business card.
Front & back of business card.

Brand name

Cindy had been selling her tea for a couple of years under the name Miss Integritea.

As we worked through ideas for packaging, we all agreed that the name wasn’t working.

The loose-leaf blends are particular to Cindy who, being a medical herbalist, is so knowledgeable about plants and their uses. Therefore, tying the brand to its tea-blender-in-chief was a logical step.

We settled on the new name: Cindy’s Tea.

Visuals showing early sketches for Miss Integritea packs.
Early sketches before name change.

Digital design for brand coheREnce

With a look and feel now well established for the brand, we designed a clean and professional e-commerce website.

Cindy had a small budget for photography (we supervised a minimal shoot—it’s important to see what the tea looks like), but further detailing and interest come from bold typography.

The website and packaging are tightly cohesive.

Visuals showing the old and new Cindy's Tea website on mobile.
Website before and after.
Visual of Cindy's Tea shop list page.
Visual of Cindy's Tea, Daily Detox page.

On the website, we took care to give space to the ingredients and benefits of the teas—more than might be expected for a business on this scale—to reinforce Cindy’s knowledge and expertise.

The impact of branding

A new website and smart packaging meant Cindy’s Tea was immediately taken more seriously by stockists and distributors.

And, when meeting retail customers herself, Cindy has a more grown-up platform from which to speak about her passion for plants and the role they can play in our well-being.


Branding, packaging, print and website design Gail Turpin Design
Strategy, information architecture, content design, development Ast & Red
Copywriting Jules Horne at Texthouse
SEO Serps Invaders
Illustration Antony Miller
Photography Angus Bremner