Heebo is a Korean brand specialised in commercialising Taheebo tea. Taheebo (a.k.a. Pau d’Arco) is a large canopy tree native to the Amazon rainforest and other tropical parts of South America. It grows to 30 meters high and the base of the tree can be 2–3 meters in diameter. Taheebo tea is derived from the inner bark of the Tabebuia impetiginosa or Tabebuia avellanedae tree.
The logo looks like it’s using custom lettering, while Noto Serif Hangul is the typeface that can be the more consistently found across all channels. Noto Serif Latin also makes some rare appearances for English-language elements. But for most of its Latin texts, the revitalised brand harnesses the personality, performance and peculiarity of NaN Tragedy within its refined, restrained graphic system to craft a visual identity that’s both characterful and serene in equal measure – truly reflective of the tea’s comforting properties. The typeface champions this balance through its construction and concept, appearing both pragmatic and energetic due to the exaggerated idiosyncrasies of its design, courtesy of the font’s calligraphic contrast axis and roots.
