Package Design + Art Direction
Kuta tea is a clean and contemporary design approach to a private label tea range available in a wide variety of small-scale grocery stores. Fun and whimsical, each design combines movement and playful patterns with the leading ingredients expressing the different flavors.
The marketplace is flooded with tea companies making it difficult to stand out. Kuta tea needed a unified look and feel that encompasses an entire range of flavors with a prominence on strong shelf and appetite appeal.
Adam Kendall Woods – Product Stylist
Nelle Clark – Photographer
Pulling a warm and exciting color palette through hand-made swirl patterns evoke a soothing feeling. Soft gray patterns invite you inside for an extra layer of intrigue. The logo type-treatment is based on a modified Quaver Sans–bringing nice full-circle curves meant to evoke energy and movement. I paired this beautiful open typeface with Caslon, providing a classic and organic structure.
A Modern Approach
Each design provides soft movement and playful patterns with ingredients leading the way in bold colors and textures – Worthy of celebratory tea parties in the park.
Fit and Finish
To test the quality and tactile feel of the design, through an iterative process, each design was prototyped with different materials and sheens, then printed, folded and cut for the final fit and finish.
Chamomile Package Dieline
Chai Tea Package Dieline
Green Tea Package Dieline
Front end delvelopment
To tie together the product holistically, the lifestyle photography shined through on the responsive website. The layout was simple and intuitive, while bringing in fun elements of vivid color color and textures.