The Working Assembly partnered with the Reyes siblings to create the look and feel for the brand, knowing that the Reyes wanted to embrace their Southeast Asian heritage and also create something that would have broad appeal for CPG consumers. »Narra is the national tree of the Philippines, both resilient and strong, we wanted to encapsulate that into the branding.« said Jolene Delisle, Founder and Head of Creative, The Working Assembly. »We love working with emerging companies that have such clear vision right off the bat, and the Reyes are a perfect example of clients who are able to align their values with what they are trying to achieve with their brand in such a seamless, symbiotic way.«
»Throughout the visual identity process, we wanted to create a vibrant brand that also had a clean and contemporary approach which felt unique for the tea category,« said The Working Assembly’s Brand Manager Christine Ventrella who led the project.
»We wanted to incorporate the Filipino tradition of weaving and textile making into the brand identity,« said Senior Designer Tuti Pinto. »We reinterpreted the banig – a traditional handwoven mat – by creating patterns resembling the square tiles of the handwoven designs and combining them with modern illustrations. We used these combinations throughout the brand system, from the can designs to the website.« shared Erika Romanczuk, Designer behind the brand work.
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