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Luxury Tea

As a Visual Designer at TEALEAVES, I work on packaging and web projects alongside two other designers. I was also responsible for organizing the company's assets and lead Quality Assurance on all files.

Pantone Collaboration

TEALEAVES had outgrown their old packaging and was looking to redesign their Whole Leaf Pyramid Teabag collection. Dated and cluttered, the new packaging was aiming for a more modern and clean look. This resulted in their first collaboration with Pantone Color Institute who was brought in to choose ten new colours per tea. TEALEAVES assigned a mood to help bring out the story of each tea. Taking inspired from both the colour and the mood, a watercoloured image of an animal was created to represent the story of each tea.

With my team, we set to work on designing a total of ten tea envelopes, ten retail boxes, ten mastercases, and a gift box. We explored different box options, paper texture, and speciality printing. One notable package stood out which was a tall box that would allow for multi usage for both consumers and businesses. The box functions like a matchbox with a drawer to slide the teas out from either side. Cafes and restaurants can puncture the bottom for easy accessibility for the teas. Selective areas were blind embossed for an elevated appearance.

The redesign was a huge success and we have received positive feedback in the form of hotels switching over to this line. Our business development team mentioned that selling our new design is easy and new clients need less convincing to purchase our teas.

The Collection: Gift Box

A new addition to the Pyramid Teabag collection is the gift box containing 30 tea bags with a small booklet of tea recipes. The tea recipes were specially created by top mixologists from TEALEAVES' many top hotel partners. This box was inspired by the experience of opening luxury chocolates. We wanted the recipient to know that they were receiving luxury quality teas. It was important to carefully choose the right materials and to add small touches like our logo in green foil. A wrap was added to the outside of the box to give more information of the product and the collaboration.

#PaletteForYourPalate

The #PaletteForYourPalate campaign featured collaborations with various hotel properties and restaurants. Created was nearly 30 recipes and accompanying videos featured on the microsite. This involved working on multiple projects at once and under rigid time constraints. One example of this was building over 200 social media assets in less than a week. During this time I also reviewed over 26 packaging designs for branding, copywriting, and print preparation.

The campaign recieved a lot of buzz from design publications such as The Dieline, Design Taxi, Newswire, Fine Dining Lovers, Montecristo Magazine, and mental_floss. We were also nominated for a 2016 Webby Award.

Naming_Convention_01

One of my other major tasks was to fix TEALEAVES' disorganized server which resulted in slowed work and missing files. Many important files were lost in personal folders or not named properly. After experimenting, I introduced a naming convention to the team to implement moving forward. I organized 6 years of photography, web images, and print files, and updated several templates.

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Credits

All photography used in this post was photographed by Joanne Goh with art direction from Giulia Bonforte.