CRAFTEA HARD TEA
Craftea is an alcoholic tea infused beverage. Designed for the for tea lovers looking try something new. This brand identity positions a Craftea, an artisanal drink, to stand out in an approachable way.
The challenge for this project was to develop a brand and packaging experience that would target both long-standing tea lovers as well those new to tea in an exciting way. Craftea was envisioned to be a spirited sub-brand in the larger TOKI Tea family, an invented tea brand that stands for exploration, experimentation and shared experience. Its primary target is those 25-29 years of age with a focus on the adventurous, novel conversation seeking.
I have been growing a shared tea collection from around the world for several years with my partner so when our studio director gave us the freedom to design a brief based on any object of significance in our lives, tea seemed like the natural choice.
Special thanks to teacher of the Studio 1 class:
Jennifer Sorell and Samantha Fleming
April 2019
