Good & Proper are perfectionists when it comes to tea, every part of their process focusses on making the perfect cup. What they needed was a brand and design structure that shared this same attention to detail and a visual look and feel that could take them from London boutique, to nationwide supermarket shelf.
There were fundamental design issues to address as a part of the development. Re-drawing the logo versions, the typographic approach, graphic assets and how everything works together in a consistent way.
The identity uses GT Eesti Text as its primary typeface, a sans-serif typeface designed by Reto Moser. The typeface was published through Grilli Type in 2016. The “Good & Proper” logo is custom.