The objective of this project was to refresh an existing brand of tea, and I chose Traditional Medicinals. I have been enjoying their tea for years and have always thought their packaging was a missed opportunity. You wouldn’t know it from the current packaging, but what sets them apart from other tea brands is that it prioritizes its nutritional benefits ahead of everything else.
For research, I looked to images of vintage elixirs, medicine bottles and botanical illustrations for inspiration. I created a logo similar to the examples I found using a hand drawn Didone-styled type and Futura Condensed typeface. Initially, the design was looking a bit dated so I modernized the concept by assigning a bright, bold color to the boxes for each category of tea the brand offers (herbal teas, detox teas, women’s teas, etc).