Tea Branding Project

Context:

This project was based around creating a fictional tea brand for health conscious individuals roughly 35-50 years in age. The brand needed to have a “cool” tone or personality that wasn’t overly fancy. Additionally, four product variations and their packaging also needed to be produced.

An image bunch of boxes of tea stacked on top of each other. These boxes are mockups of a fictitious tea brand called "Phoenix Tea."
A box mockup of the fictitious tea brand, "Phoenix Tea." This variant is the cinnamon tea box, and it is colored red.A box mockup of the fictitious tea brand, "Phoenix Tea." This variant is the ginger tea box, and it is colored orange.A box mockup of the fictitious tea brand, "Phoenix Tea." This variant is the yellow tea box, and it is thus yellow.A box mockup of the fictitious tea brand, "Phoenix Tea." This variant is the black tea box, and it is thus colored a cool gray.

Ideation:

While trying to decide on a brand theme associated with warmth and rejuvenation, the concept for “Phoenix Tea” arose due to the Phoenix’s associations with rebirth, heat, as well as for the potential “cool” factor for the target audience. The logo consists of type as well as a Phoenix illustration consisting of steam swirls to connect the logo to warmth and tea.

Initial Designs:

At first, the four variations of the tea product consisted of yellow, purple, black and rooibos tea. Each was given a themed name that fit with the brand; these being Sunrise Yellow, Dawn Purple, Steamed Black, and Toasty Rooibos. Each package had their own respective color scheme. The initial design of the Phoenix had a larger beak, a gaping mouth, a round eye, and rounded crown feathers. Alas, there were some flaws with the initial design, which were changed thanks to critiques.

The first finished draft of the "Phoenix Tea" package. This variant is for the yellow tea.The first finished draft of the "Phoenix Tea" package. This variant is for the purple tea.The first finished draft of the "Phoenix Tea" package. This variant is for the black tea.The first finished draft of the "Phoenix Tea" package. This variant is for the rooibos tea.

The Revisions:

The revisions brought about numerous improvements to the design and branding of the project. The themed names were deemed excessive and removed. The rooibos tea was replaced with cinnamon tea, while purple tea was replaced by ginger tea. The triangles in the corners of the design were replaced with steam swirls for consistency. Finally, the Phoenix logo was changed to make it look less like a chicken; its head features were sharpened, including its crown feathers and eye, and its head was reshaped to resemble that of a hawk or eagle.

The finished revision of the "Phoenix Tea" package. This variant is for the yellow tea.The finished revision of the "Phoenix Tea" package. This variant is for the ginger tea.The finished revision of the "Phoenix Tea" package. This variant is for the black tea.The finished revision of the "Phoenix Tea" package. This variant is for the cinnamon tea.

Package Details:

Each package design had five sides made for them, the front (shown above for each), a side with brand and product descriptions, the back side with nutritional information and ingredients, a side with brewing instructions, and a top side with just the brand logo and product type.

One of the other sides of the finished "Phoenix Tea" yellow tea package. This side provides descriptions for the brand and product.One of the other sides of the finished "Phoenix Tea" yellow tea package. This side holds the nutritional information and the ingredients.One of the other sides of the finished "Phoenix Tea" yellow tea package. This side provides brewing instructions.One of the other sides of the finished "Phoenix Tea" yellow tea package. This side only features the brand logo and product type.

Mock-up Details:

With each package design fully completed, the designs were applied to box mockups to show what the designs would look like on an actual product.

A more compact image of boxes of tea stacked on top of each other. These boxes are for the yellow tea line in the fictitious "Phoenix Tea" brand.A more compact image of boxes of tea stacked on top of each other. These boxes are for the ginger tea line in the fictitious "Phoenix Tea" brand.A more compact image of boxes of tea stacked on top of each other. These boxes are for the black tea line in the fictitious "Phoenix Tea" brand.A more compact image of boxes of tea stacked on top of each other. These boxes are for the cinnamon tea line in the fictitious "Phoenix Tea" brand.

Credits:

  • Credits coming soon!