Aduna and Carter Wong started working in partnership in 2013 with the launch of Baobab in the UK market with the aim to #makebaobabfamous, extolling the virtues of this African superfood.

A vibrant pattern was illustrated across the packaging for the full Aduna range capture the spirit of Africa and use its energy to project the product’s health benefits. 

The brand quickly gained traction in the UK market with listings in Selfridges and Liberty London and has since grown to include additional African botanicals including Moringa and Cacao.

Combination flavour profiles

The three ingredients of the Aduna range – Moringa, Baobab and Cacao – are joined by Hibiscus and Turmeric to create the new range of five Super-Teas. Each superfood ingredient is supported by a more traditional flavour such as green tea or lemon and ginger to offer a more familiar taste profile to UK consumers.Vibrant patterns and colourways crafted by Carter Wong differentiate between each of the five flavours. These original patterns adopt an illustrative style typical of African fabrics to reinforce the authenticity of the brand whilst creating standout on shelf and demonstrating the strength of flavour within each cup.

Benefit is bigger than flavour

These bespoke graphic patterns are an extension of the powerful brand identity Carter Wong created for Aduna, with a bold type and vivid colour blocking that positions the brand between health and beauty and brings these nutrient-rich African ingredients into the UK mainstream.

With the new Super-Teas range, the benefit of the ingredients is placed of greatest importance on pack, with the individual flavour profiles sitting underneath. The health benefits of Moringa, Baobab, Cacao, Hibiscus and Turmeric are clearly identified with an engaging, informal tone of voice, supported by simple graphics that encourage the consumer to ‘Drink tea, feel good, do good’.  

Superfoods for a modern lifestyle

Sarah Turner, Managing Director, Carter Wong said: “The release of Aduna’s new range of Super-Teas is the logical next step for the brand as it continues a long-term mission to deliver the natural vitality of Africa’s superfoods to a global audience while giving back to the local community.  “This commitment to create sustainable livelihoods for small-scale producers sits at the heart of the brand and connects with an increasing demand from consumers for brands with ethical motives and actions.

“With an eye-catching identity that takes inspiration from the traditional fabrics and red earth of West Africa, fused with an energetic twist suited to the UK market, Aduna is quickly establishing itself as the go-to brand for superfoods that fit a modern lifestyle.”