Ito En, the worlds largest supplier of green tea, teamed up with Dr. Andrew Weil, the father of integrative medicine. And a new line of premium green tea was born: Dr. Weil for Tea. Our challenge was to create a brand that highlighted the unique benefits and important rituals of tea to a culture that was mostly accustomed to Lipton tea bags and Snapple.
We decided to focus on the essence of the tea itself, in its many different varieties (the line includes Sencha, Genmaicha, Darjeeling, Green White, and more). We sought to introduce tea as a pure and delicious healer: liquid meditation. We developed packaging that displayed the tea in its raw form. The beautiful images showcased the products as all-natural, authentic, and appetizing. Images were shot by Togashi.