When this project came across my email I physically jumped at the opportunity. As a tea and coffee lover, this project resonated with me on a deeper level than many of my projects before.
Theory of Tea is a premium tea brand made for those who enjoy tea as an experience. Each blend is carefully chosen to showcase the unique stories and origins behind the leaves, bringing rich flavor and quality to every cup.
The ask: develop custom branding that feels mindful, pure, and flavorful. Scroll to see the beautiful end result for Theory of Tea.
The project scope
Custom Brand Identity
Marketing Design
Packaging Design
Custom Illustrations
Website Design
Signage Design
Lead Magnet Design
LOGO SUITE
Creative Direction
earthen | pure | historic | mindful | cultural | organic
The Theory of Tea has some really cool roots in Japanese culture, and we wanted to make sure that shine through in everything we do. We kept our signature hand-crafted vibe while brainstorming how to bring in elements of nature without going the usual floral or tea leaf route. After chatting a lot about it, we landed on featuring the white rabbit! In Japanese culture, the white rabbit is all about luck and good vibes—perfectly in tune with what ToT stands for.
When it came to our packaging, we decided to go green and ditch the traditional metal tins. We’re all about that loose leaf tea life, so we chose a 100% biodegradable paper product instead. Our final packaging is made from ground corn and orange peels, which keeps the tea fresh while being totally compostable.
Mood
&
Color Palette
ToT embodies the essence of nature and the serene Japanese countryside, where fresh tea leaves are harvested. ToT sources its tea leaves from small farmers throughout Japan, aiming to create a brand aesthetic that reflects the beauty of Japan, nature, and Asian influences. We focused on imagery reminiscent of izakaya-style cafes—those charming, cozy spots you can drop into spontaneously for an utterly delightful experience. That's exactly the vibe we aimed to capture!
illustrations
You Could DIY It…But Should You?
You’ve built something amazing—don’t let cookie-cutter design dull your shine. Give yourself the gift of a brand that reflects your magic.
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