Elmwood began as a small, local agency in 1977, and while they now have studios in Leeds, London, New York, Singapore, Hong Kong, and Melbourne, they’re still very much independent.
Elmwood has been accredited a silver standard by Investors in People and named the Sunday Times’ “Best 100 Companies to Work For” in 2008 and 2011. They provide everything from insight and strategy to creative and design, and work with a long list of sectors including retail, government, sports, media, FMCG (fast moving consumer goods), B2B (business to business), and more. Their joint ventures also mean they can offer services in sustainability consulting, industrial design, and environmental design.
What is the connection between romance, tea, and hand-drawn typography?
martyn hayes: Sometimes it’s the simplest things—writing a little note of affection or making a drink for someone creates a tender moment between loved ones, from new couples to older married folks. The connection between the two created the design solution.
Were the different tag messages the client’s idea or Elmwood’s?
The client thought there was an opportunity to use the tags. Elmwood worked with the copywriter to develop five different romantic messages on the tags, showing your loved one you care every time you put the kettle on.
Was the typography created in-house or did you work with an outside lettering artist?
The typographic style and direction were developed by the designer, but the final illustration was created by the illustrator Kate Pankhurst.
What other options were explored in the process of arriving at this solution?
We presented a number of concepts to the client, ranging from very pictorial illustration ideas to much more typographically led routes. The type solutions were felt to have more warmth and the same sentiment as a Valentine’s message in a card.
product: Love in a Cup
client: Wm Morrison Supermarket PLC
design firm: Elmwood
creative director: Martyn Hayes
designer: Simon Thorpe
hand letterer/illustrator: Kate Pankhurst
copywriter: Liz O’Connor
medium: Pen and ink
country: United Kingdom
