This brand needed to be as bold and ecclectic as the owner, a stand-up comedian who wanted to wrap his rooibos tea retail site around a tongue-in-cheek story of how this "magical" tea brand, Alpha Red, came to fruition. The logo identity is masculine and reflects a cerebral state of mind as well as pointing towards anceient symbolism. The illustrations on the packaging tell the story visually, invoking mystery and magic.
