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Elevate Tea

The tea that inspires.

As a part of a packaging design course that I took, one of the projects was to research and design packaging for a tea box. The brand and packaging was geared towards affluent(ish), urban, health-conscious men. 

Initial Research

As a part of my research on tea, I decided to go to the grocery store to see what types of tea are sold and what current tea packaging looks like. Personally, I am not an avid tea drinker, so this project was a nice challenge for me to research and design for something that I don't necessarily like myself. After looking at different tea boxes, I noticed that most designs featured photography of tea leaves/elements, as well as primary colors mostly found in nature. Occasionally boxes also featured a photo of a cup of tea. I decided that I wanted to set my designs apart by using brighter colors and abstract shapes for my packaging.

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Brand Concept

Brand Purpose

My brand's purpose is to inspire consumers to be adventurous and try new things; inspire them for self-improvement. Society pushes self-betterment and self-care; what better way to do that than with the first thing most people drink in the morning.

Target Consumer

My target consumer is a young professional man. As an intellectual, he works hard at a large company to climb the corporate ladder. He lives in a one-bedroom apartment in Logan Square and takes the blue line into the Loop for work. He has a busy lifestyle, and when not working he likes to socialize by having people over for dinner or going out for happy-hour drinks. He tries to keep active by going to the gym, and on weekends he enjoys getting out of the city for some hiking. On the rare days that he has nothing planned, he likes to sit down with a book and a cup of tea before planning his next adventure. He shops for groceries at Mariano's and buys his clothes from brands like J. Crew and Express.

Moodboard

After creating the user persona and researching current packaging styles, I created a moodboard to illustrate my design direction. 

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Drafts

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To start, I created 6 initial front panel designs for the tea box. Most people responded best to the triangular one. To move forward, my goal was to make it feel a bit more masculine since that was a big part of the feedback on the designs. 

Iterations

After choosing a direction to go in, I continued iterating the cover and began designing the other panels for the box. 

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Dieline Design

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Final Design

After a few more tweaks and iterations, I found a final design for my tea brand. I wanted it to be a little dark and masculine but also still uplifting and motivating. I decided to give the triangles a texture to make them resemble mountains a bit and just give them a bit more intrigue.

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