Fennel roasts coffee and blends tea in small batches. Every pack looked different, and none of them looked like Fennel. We cut the range down to one idea: a single red leaf that works on a bag, a box, a cup and a sign.

One leaf, every size

The leaf is drawn from one curve, so it holds up as a sticker on a takeaway lid and as a two-metre mark on the shop window. A condensed wordmark sits under it and does all the talking.

What changed

Eighteen products now share one system, one red and one label shape. New blends take a day to design instead of a month.