Packaging Design, Marketing, Social Media, Print
Adobe Illustrator, Adobe Photoshop
I was tasked with creating an updated brand identity for this tea distribution business. My role was to create the packaging design, which included designs for 3 products, promotional materials, a business card, and an accessory.
I started the design process by researching existing tea packaging in a similar space to come up with inspiration and ideas for an original concept. After collecting images for inspiration, I started brainstorming ideas for the brand name, its target audience, and the formats in which the products and advertisements would be.
For my color choices, I picked colors for each tea variety based on my impression of their flavor profile. For example, the earthy scent of Pu-erh tea reminds me of the intensity of the color black. On the other hand, the light flavors of Oolong tea make me think of a light beige color.
Since the new tea brand sells Chinese teas exclusively, I wanted to incorporate Chinese-style elements that highlight the oriental background of the tea varieties. So, I thought about portraying steam with sinuous lines and keeping the overall style reminiscent of traditional Chinese painting. I also wanted the design to appear modern. I took note of the style of graphics often used to create the paintings and decided that a subdued color palette would be suitable to convey luxury and tradition. I chose a serif typeface, which is often associated with an established reputation and a classy mood.
I collected illustrations and graphics from Adobe Stock for my product designs. From there, I began tracing the collected graphics and experimenting with color palettes, typography, and layout in Illustrator.
Since it was my first time designing product packaging, it was challenging for me to decide how to lay out all the elements. I tried to solve this by looking at examples of packaging that stood out to me. If I were to approach it differently, I would pick another font that is easier to read.
After the product designs were refined, I moved on to designing the billboard, business card, and teacup. The billboard and Instagram posts were composited in Photoshop, and then text was added to the designs in Illustrator.
