Contemporary logos have come a long way from the days of elaborate crests; while Ellie Tea packaging flaunts quite a minimalist emblem, it certainly does not compromise on symbolic value. The seven-pronged stem is intended to represent the tea leaf, but it references something else as well.
Designer Dennis Carroll strove to incorporate the name of the brand into the logo in a way that's subtle but meaningful. Look closely and you'll see that every letter in the word "ELLIE" can be found in the tiny tree-like symbol. Mirrored Es make up the sets of three branches, the Ls are drawn from the center line and single boughs and the I is the long stem. Consistent with this clear image is the use of contrasting white and black in Ellie Tea packaging.
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