205 is designed to be a brand with a range of flavoured Rooibos teas, catering for an international market. The name is derived from the perfect brewing temperature of Rooibos tea, which is 205 degrees celsius. The essence of the brand is centred around the physiological “healing” that people feel when drinking a cup of tea as if it soothes the soul.
This lead to a medicinal theme for the creative direction, using quintessential elements from Damien Hirts’s pharmaceutical packaging, used in his “Pharmacy” Installation. This was combined with references to Rothko’s colour fields hinting at the emotive power of colour and it’s ability to show temperature, which is used to express the various flavours of the Rooibos. The right temperature is important for your health, and for the perfect cup of tea.
