Leaf & Brew: Artisan Tea Packaging & Branding Concept
This project showcases a complete branding and packaging design for Leaf & Brew — a conceptual artisan tea brand focused on natural, calming blends. The brand is built on the philosophy of relaxation, balance, and eco-conscious living, which I reflected through intentional design, typography, and illustration
The product line features three carefully crafted flavors:
Chamomile & Citrus – A bright, refreshing blend for clarity and calm
Lavender Mint Bliss – A soothing floral and minty infusion for relaxation
Spiced Apple Chai – A warm, cozy blend perfect for chilly days
Client
Leaf&Brew
Year
2024
Logo Design & Color Variations
The Leaf & Brew logo is a hand-drawn mark, its circular shape represents unity and nature, while the uneven strokes enhance the handmade aesthetic. It embodies an organic and approachable feel.
One unique aspect of the logo design is the use of complementary color variations and individualized color palettes for each tea blend to create a dynamic, engaging visual experience.
Logo Color Exploration & Impact
Each flavor features a customized logo color scheme that harmonizes with the packaging while adding contrast and vibrancy:
Chamomile & Citrus → Yellow-green logo emphasizes freshness and sustainability, reinforcing the tea’s natural ingredients to build trust and encourage selection
Lavender Mint Bliss → Blue and green tones elicit feelings of calmness and relaxation to support the word “bliss” in the name, and increase chances of purchase vs competitor relaxation teas
Spiced Apple Chai → Warm magenta and teal create a striking contrast to signal bold flavor and seasonal appeal, increasing visibility and impulse purchases
Why Complementary Colors?
Increases visual impact: The contrast naturally draws attention to the logo
Enhances brand recognition: While the colors shift, the structure remains consistent
Creates emotional associations: Warmer hues evoke coziness, while cooler tones suggest freshness and relaxation
Sustainability & Practical Considerations
The packaging design prioritizes both aesthetic appeal and functionality:
Eco-friendly materials: The design incorporates a recycled-paper look, communicating sustainability to the eco-conscious target audience
Legibility & usability: A simple, clear ingredient list enhances transparency, and subtly signals a clean formulation that appeals to health-conscious buyers
Shelf impact: The bright, illustrative elements ensure the product stands out in a retail environment while maintaining a premium, artisanal feel
Typography & Layout
Key typography elements include:
A bold, easy-to-read title font for product names and assist the consumers eye
A minimalist sans-serif typeface ensures easy readability, catering to the health-conscious target audience who prioritize clear ingredient information
Strategic hierarchy and spacing for clarity
Brand Identity & Concept Development
The core of Leaf & Brew is centered around organic ingredients, wellness, and an artisanal touch. The design reflects this through:
Earthy and natural colors that differentiate each flavor while maintaining brand cohesion
Handcrafted illustrations that depict key ingredients, reinforcing authenticity
A textured, eco-friendly look inspired by recycled paper and hand-drawn elements
