Passion project: Tea. Tea Society was created for a Design IV packaging project. All of the deliverables where created specifically for this assignment including concept, logo, design, and final package. The goal of this project was to create a tea company that sets itself apart by showcasing the secretive quality of this tea. Tea society is built upon the value of a good cup of tea and the sense of community people feel when they meet a fellow tea drinker. The feel of Tea Society was intended to be much like a club which anyone can join, the only requirement is a love for tea. In this way the need to showcase diﬀerent blends and regions allows the consumer to feel closer and more knowledgeable about what they are drinking.
The logo for this tea concept was derived from ancient sacred geometry and the triangular shapes of illuminati motifs, to further tie this into a secret club that has been around for years. To counteract the ominous overtones the logo color needed to be soft and relate back to the the lush green fields where tea is grown. The packaging needed to represent specific regions to further demonstrate quality and this is where the secondary colors and landmark shapes for each style of tea emerged. For serious tea drinkers it is a sign of good quality to showcase the regions where the tea was produced and for each respective style an identifying landmark is shown. For example Darjeeling comes from a region in India so a Taj Mahal like shape was used, The packaging has two versions of each tea, one that is in sachets for easy brewing and a loose leaf version for those who enjoy a more methodical hands on approach.
This selection of tea caters to wide audiences from the casual quick tea drinker to the expert afternoon tea maker. Tea has always been a staple around the globe. Tea is something which can be energizing, soothing, or healthy. Many people, like myself, are always on the look out for good quality tea at an affordable price. Tea society is founded on the value of a good cup of tea and the sense of community people enjoy when they share tea-time with others. Tea society evokes exclusivity, modernity, taste, and quality without seeming too stuffy or pricey.