Boé is a premium tea brand rooted in the rich botanical heritage of South Africa, specialising in organic blends crafted from the finest Boegoe (Buchu) plants. In a wellness market often saturated with clinical or overtly rustic aesthetics, the challenge was to create an identity that felt contemporary, sophisticated and deeply comforting. The goal was to reposition a traditional medicinal plant as a modern lifestyle essential that invites a diverse community, from the young to the elderly, to embrace daily vitality.

The resulting identity system is a study in "Organic Modernism," balancing minimalist typography with a visual language inspired by the rituals of tea preparation and the anatomy of the Boegoe plant.

The Visual Language of Comfort
The visual identity is anchored by a bespoke wordmark that prioritizes simplicity and elegance. The "BOÉ" wordmark features a refined serif typeface, with the diacritic accent on the 'É' reimagined as a simplified leaf, a subtle nod to the brand's botanical core. This mark serves as a signature of quality, designed to remain legible and impactful whether etched into digital storefronts or printed on large-format environmental graphics.

Packaging and Materiality
The packaging system was developed to reflect the harmony and health benefits of the product range.

• Flavour Tiering: The identity utilises a clear hierarchy for its three core variants: Honeybush, Rooibos and Green Tea, each expertly blended with Boegoe leaves.

• Graphic Elements: The system incorporates simplified iconography inspired by tea cups, the head of a spoon and the distinctive Boegoe leaf, creating a playful yet structured pattern that wraps around the packaging.

• Versatility in Format: From traditional loose-leaf bags to contemporary ready-to-drink cans, the identity scales seamlessly. On the cans, the wordmark is oriented vertically to maximize shelf presence and highlight the brand's bold, modern direction.

Strategic Communication
The brand narrative extends into a versatile campaign language that emphasizes the product’s adaptability to different lifestyles. Large-scale billboards utilize high-contrast photography and minimalist copy, "YOU CAN HAVE IT HOT! YOU CAN HAVE IT COLD!", to reinforce Boé as a source of well-being for any time of day. By centering the visual experience on the themes of authenticity and comfort, the brand successfully cultivates a loyal community that trusts Boé as a primary source of vitality.