Company name
Yugen Herbal Tea
Industry
beverage manufacturing, and retail
ROLE
Brand Strategy, Visual Identity Design, Logo Design, Packaging Design, Art Direction
Yugen is a conceptual tea brand developed as a mock branding project. The brief was to create a cohesive brand identity for a tea startup centered around tranquility, mindfulness, and the ritual of enjoying tea.
The goal
The goal was to develop a visual identity that would feel calm and timeless, while appealing to an audience seeking to incorporate moments of stillness into their everyday routines.
The identity was then extended across packaging and supporting brand applications.
Design strategy
I chose mountain imagery to symbolize a pause and reflection, supporting the idea of tea as a daily ritual
And the a muted palette, to bring a sense of tranquility and calmness when the customer interact with the branding or packaging.
