Teasia is a redesign of the traditional Asian tea packaging.
Research, Prototyping, Design Thinking, Package Design
Adobe Illustrator, Procreate, Adobe Lightroom
September – November 2018 (8 weeks)
Teasia is a tea sampler kit that aims to introduce traditional Asian teas to a Western audience. Using modern and minimalist design, Teasia is a way to bridge the gap between the old and new.
China, Japan, and many other countries in Asia have a rich history of tea culture. However, tea culture in the West is almost non-existent. In order to adapt to the differences between East and West culture, the flavour profiles of tea have shaped to appeal to a new audience, to the dismay of people that favour more traditional tastes. Therefore, in order to sell classic teas to a new Western audience, the way that tea is marketed and presented must adapt.
How do you introduce classic teas to a new audience but stay true to tradition?
In recent years, the concept of the“beer flight” has been a way for restaurants to give their patrons a chance to taste a selection of their beers. Inspired by this concept, I decided to incorporate this with tea and create the “tea flight”. Made for use as a “subscription box”, Teasia features tea from around Asia and provides the customer with an environmentally friendly infuser. The compact, user-friendly kit teaches users the optimal brew time for each tea and gives subscribers a chance to sample different teas every month. Teasia combines the classic teas from Asia and uses modern product models to entice a younger Western audience.
I began by researching different types of tea from different Asian countries in order to find any common links that I could use to classify the teas. I decided to highlight the different regions that the tea originated from by choosing popular teas from countries with a rich culture involving tea. To symbolize the different countries, I decided to use landmarks as a way to represent them.
I originally thought that going with a mountain range would be an interesting concept, however soon realized that mountain ranges were harder to distinguish between. I decided to broaden the types of landmarks and decided to focus on man-made landmarks:symbols of modernity that are still rooted in their culture.
After finalizing the smaller details, I decided to draw from the “beer flight” idea by designing the branding of Teasia to be air-travel themed. The format of airport codes influenced the logo and name of the brand, and boarding passes served as an inspiration for the labels on the tins. My aim was to use clean typography, simple graphics, and colour coding to distinguish the differences in the tea.
Working on this project challenged me to think of how to honour different cultures when trying to create a more “modern” design. Some of the difficulties that I had with this project involved the creation of the labels for the tins. If given more time, I would have sought more critique on how to create a label that is minimal, but uses negative space to its advantage. I would have also liked to create another prototype featuring a different set of teas from other Asian countries like Korea or India.