ETP - A thriving, socially just tea sector
ETP, formerly Ethical Tea Partnership, is a global organisation uniting tea companies from startups to multinationals, catalysing long-term systemic change in the tea industry for the benefit of all, especially those in tea-producing regions. Working alongside Barley Communications, we revamped ETP's visual identity, creating a bold, fresh look aligned with their mission and values.
Visual Identity
Brand Guidelines
The Challenge
In 2020, ETP unveiled its ambitious Strategy2030, a comprehensive plan designed to address the deeply entrenched and intricate challenges within the tea sector. This strategic shift places less emphasis on individual projects and instead focuses on coordinating various activities to facilitate systemic change, including policy advocacy, business innovation, shared learning, and forging diverse partnerships.
This marks an exciting and bold new direction for the organisation in supporting this ambitious vision.
“Working with Yoke was a thorough and thoughtful process to come to ETP’s brilliant new brand. Our approach to our brand refresh was similar to our approach in addressing the challenges of the tea sector – evidenced based, multi-stakeholder, and focusing on the intersects across our work. Yoke worked with our project leads at Barley Communication to achieve a truly transformative brand!”
Brian Lainoff - Head of communications, ETP
The solution
We conducted an audit of ETP's current visual identity and gathered feedback from their global staff and members to understand its strengths and weaknesses. ETP’s new visual identity better communicates the multifaceted nature of their output. Maintaining an overall refined and serious personality - we used shape and texture to hint at the complexity of their work, the many moving parts of their operations, and their multiple focus areas - which often overlap and converge.
The new colour palette helps to amplify important messaging, as well as convey a range of tones, from jubilance or urgency with orange, yellow, and electric blue to the gravitas of dark green and navy.
The redesigned logo retains the tea leaf shape that resonated with ETP members while also representing the global and human aspects of the organisation, reflecting its diverse focus areas.
Impact
This fresh, more adaptable visual identity is set to empower ETP as they fully embrace the bold vision of their Strategy2030. It aims to facilitate a clearer grasp of the significance, complexity, and urgency of their mission.
And with this newfound dynamism, ETP can craft materials that span a vast and more diverse range of tones and focus areas.
Many thanks to the lovely team at ETP and our creative partners, Barley Communications.
