Classic product,
modern design.
Genuine Tea is a major player in the 3rd wave coffee and tea movement and the brainchild of serious tea devotees. They needed packaging with the same attention to detail they put into sourcing their products. We created this collection to help bring international tea culture to the Western consumer and cultivate connection.
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Genuine Tea
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BRAND IDENTITY
PACKAGE DESIGN
ART DIRECTION -
AGENCY: VENTUREPARK
CD: SHELDON POPIEL
Pouring over every detail.
Genuine Tea’s creators geek out on the exact coordinates and crop elevations of their Fairtrade farms. My task was to create a system that highlighted the unique features of each blend while keeping them part of a family. Colour-coding tea types, illustrating flavour notes, and designing caffeine and antioxidant indicators helped convey each product’s complexity and quality.
Infusing identity into every blend.
Each tea's packaging features unique patterns inspired by its country of origin, while infusions of colour speak to its flavour. Every SKU contains accents of the brand’s pantone, creating consistency from box to box. Illustrations of tea types are complemented by emblems of where they grow.
