The Tea Box
Problem: Develop a new logo and packaging for a loose leaf tea brand.
Category: Branding and Packaging
Background: This is a response to a brief created by @briefclub on Instagram.
Target audience: Women ages 18 to 50 who are looking to try a new tea. Anyone interested in drinking only loose leaf teas.
Software: Photoshop | Illustrator | InDesign | Figma | After Effects
Process: I researched the tea space to see the kind of packaging and style other brands were doing where a tea like this would be sold. I also took different loose leaf bags that I owned that I liked and asked myself what about them besides the tea itself that I gravitated towards. I came up with a list of what I thought were necessary components of a loose leaf tea packaging that most of them had. This included the type and name of the tea, origin, how much tea leaves are needed to make a perfect cup along with the ideal temperature, and any background on the harvested tea.
Solution: I developed a vibrant color scheme based on a mood board of loose leaf teas, the movie The Grand Budapest Hotel, and current teas in the market for inspiration. I found a font that fits the aesthetic to use as the logo and included “loose leaf” under the name to signal out what someone should expect from the company. I also created an icon for the brand that could be used throughout different materials. For the packaging, I focused on utilizing bright colors and created a look that someone would want to keep out on their counter for easy consumption.
Brand Development
Logo exploration
I took the words and letters of the brand name and played around with positioning with pen and paper. I moved to Adobe Illustrator and did the same with some font options.
Color exploration
I chose these colors based on the mood board I created. I chose colors that were bright and colorful because I wanted the brand to have shelf appeal in someone’s pantry.
Final
Package Design
I focused on creating bright, fun, and playful tins. I chose the color Hibiscus for Black Teas and Chamomile for White and Oolong type teas. On the back, I created a guide on how to brew the tea. It also encourages consumers to go to the website to learn more about their tea and share their brew on social media
Website: Desktop and Mobile
Homepage
As it is a new brand, I developed a website look that focuses on the product and the vibrant colors.
How to Brew Page
This is the webpage the back of the packaging calls attention to.
Ad Campaign: It’s tea time.
I created an ad campaign encouraging people to stop and think about what their tea of choice would be.