Totalitea Tea
Packaging & Branding
Academic project for UNSW Art & Design
Year: 2022
This project illustrates the brand identity and packaging design for TOTALITEA, the name of a fictitious new tea brand concocted by myself. The brand harnesses its visual identity by the intention of marketing the line to a younger demographic - with the hope that the customers will be encouraged to inherit these important cultural relics whilst simultaneously staking out for newer histories, traditions and rituals that are completely of their own as they embrace the product.
The narrative that headlines the identity and packaging strategy for TOTALITEA is inspired by the Japanese practice of Kintsugi and the embrace of broken things. Through the taste and ritual of our tea, the brand aims to shatter traditions in able to encounter something that is entirely new yet beautiful.
The graphic identity adheres to the visuals of porcelain inspired by traditional blue-and-white pottery and chinoiserie design. The porcelain is designed to be culturally ambiguous to reflect the brand's embrace of different ingredients sourced across the globe. The visuals attempt to tamper with tradition; something seemingly fragile and ornate, by use of a rough and organic hand-drawn illustration style.
Additionally, the identity and retail packaging dons a vibrant colour palette to represent the eclectic varieties of tea on offer.
The vision overall is to have the packaging captivate the wandering eye through full force as it asserts its visual presence on the retail shelves like ornaments atop a mantelpiece.
