Mother Nature’s Recipes, who expertly blend loose-leaf tea aimed specifically at mothers, has called on Manchester FMCG brand designers Patch & Pieces to carry out a full rebrand on its brand and marketing collateral.
The rebrand is aimed at strengthening the brand’s positioning in the niche category and increasing market share.
The message is to help women through the challenges of motherhood, from first-trimester unsettled tummies, prenatal, to milk aid tea and postnatal, and the new packaging design needed to reflect that desire to support mothers and motherhood.
“The change in branding reflects how we are growing as a business; I started the business when I first became a mother, and like any business we grow and evolve. In this new chapter for us we will hopefully be able to support more and more women, be inclusive to all types of mothers and be more environmentally friendly,” said Kheyla Anderson, founder of Mother Nature’s Recipes.
Jennifer Falowo, the creative director at Patch & Pieces added: “We were asked to look at the branding but soon stepped into the journeys of motherhood, and how this tea brand could be more nurturing and caring for mothers. As a team, we first looked at the positioning of the brand through to the visual, verbal messaging and packaging, wishing to give greater feelings of care and compassion. It is very important to Mother Nature’s Recipes to encourage mothers to take moments for themselves.
“Our second priority was to implement sustainability solutions for the brand by incorporating biodegradable pyramid tea bags and other sustainable packaging materials.”
While the previous brand had a logo showing a mother holding a baby, the packaging was a two-coloured styled pouched packaging design with bold fonts. But now, thanks to Patch & Pieces, the identity looks more handmade and crafted, with organic, flowing lettering, close in range large wordmark on the newly designed box, using beautifully curved letters.
Inspired by the ingredients, the six tea boxes feature beautiful hand-crafted foliage. Further aspects of their ‘garden of eden’ concept include bright but subdued colourways for each flavour, apertured tea boxes to see the ingredients of the loose teas, and iconography of cups, teapots, women, plants and fruits to build out their brand assets.
Mother Nature’s Recipes is targeting Whole Foods, Planet Organic and Holland & Barrett with its new look, sustainable packaging and bags, and with motherhood-inspired tea brands in short supply, it hopes to see its beautifully designed and inspiring brand grow.
