Generation T



We want them to do it like everybody is watching. Offblak’s ‘Generation T’ is a bold, start-up tea brand that comes straight to your door. Aimed at Gen Z and Millennials, we created a fresh, rule-breaking, attitude-brimming identity and packaging range that’s happier on Instagram than in your cupboard. It’s tea that tastes (and looks) as good as it makes you feel.

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OffBlak came to us looking to redefine the tea category, targeting a younger, more adventurous customer. We stepped away from the expected category design codes, and with help of illustrator Thomas Hedger, introduced an entirely different look for plain old tea.

We looked at tea as we know it, how it is delivered – both visually and physically and thought there’s no reason why tea can’t have the creative freedom that’s now the norm in other sectors like coffee and craft beer. 

There’s a time for ‘a nice cup of tea’ and this is not it.


  • Brand Strategy & Positioning
  • Visual Identity
  • Copywriting & Tone of Voice
  • Packaging
  • Art Direction
  • Brand film
  • Website
  • Launch campaign
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“Our identity needed to redefine the tea category and capture OFFBLAK’s zero-compromise on taste and excitement, while being brave and direct. We’re rule-breakers and the identity &Smith has created really embodies that.”

Dmitry Klochkov

Founder, Offblak

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