NovelTea

Meet Angie Reader, the tea-loving bookworm behind Noveltea Book Club. Each month, she curates and sends out subscription boxes brimming with classic or preloved books, loose-leaf tea or coffee, and delightfully bookish extras. It’s the kind of mail day that feels like a hug in a box—and it ships worldwide from her little corner of Australia.

After years of running Noveltea with heart and hustle, Angie was ready for a brand refresh: one that matched the charm and joy of her parcels, while lifting her above the growing crowd of book boxes online.

Noveltea’s brand needed to be:

• Warm, whimsical, and literary without being cliché

• Clear and versatile; especially for packaging, print, bookmarks and branded merchandise

• Visually rooted in the classics, with a modern, collectable twist

• Instantly recognisable—something that would feel like a treasured book from the moment it landed in someone’s letterbox

And of course… it had to pair perfectly with a cuppa.

BRAND DESIGN

Vintage bookstore meets biscuit tin—thoughtful, tactile, and tea-stained with love.

We took inspiration from the Penguin Classics often found in Noveltea boxes, as well as the tones of tea, coffee, chocolate, marshmallows, and heirloom teacups.

• The palette mixes warm neutrals and soft pastels with deeper library tones—foamy whites, blossom pinks, gossamer blues, clay browns, and onyx

• A suite of logomark variations allows Angie to shift focus between books, tea, and broader merchandise

• A vintage-style pattern reminiscent of the inner jackets of classic hardbacks adds richness and repeat usability across bookmarks, wrap, and print pieces

• The logo is flexible, hand-drawn in feel, and highly adaptable for packaging, social, digital and merchandise

The Noveltea brand is broad but consistent, just like Angie’s customer base. And now includes custom enamel pins featuring our illustrations (and yes, we’re obsessed too).