SerendipiTea
Date: 2021
Role: Art Director, Designer, Illustrator, Copywriter
Association: Package Design
I developed a conceptual tea brand, SerendipiTea, focused on fueling its consumers with wholesome, sustainably sourced, unique blends that help them shoot for the stars and achieve their goals with a pinch of good luck. To address the distinct needs of two age groups, 20–35 and 60+, I created two designs that demonstrate my understanding of each audience.
60+ Age Group
For the 60+ age group, I decided on a more traditional tea box design, leaving the imagery and type very simple. After extensive research on this age group, I made strategic design decisions to attract this audience, like maintaining high contrast between the text and background to ensure legibility.
Tea Bag - Front
Tea Bag - Back
20-35 Age Group
For the 20–35 demographic, I introduced a square box with an asymmetrical lid to create a fresh, elevated aesthetic. As a designer within this demographic, I know that consumers value unique, luxury-inspired design. The accompanying tea bag packaging carries the same visual style for a cohesive presentation.