Embracing ugly fruits
ThijsTea embraces fruit that others might call fat, ugly or waste. The brand identity, brand concept and packaging reflects their love for imperfection perfectly. And yes, they will stop producing when food waste is history.
Role: Design, Art Direction
Because ThijsTea embraces imperfectness, a unique typeface was needed to create a strong character. The type needed to feel playful yet premium and tasty. The solution was a typeface where ever letter has it's own unique shape.