BAIT AND SWITCH
Art Direction . Branding / Logo Design . UI . UX
BAIT AND SWITCH
Art Direction . Branding / Logo Design . UI . UX
SACRED LIFE TEA
Package Design . Print Production . Point of Sale . Art Direction
There was a rudimentary brand identity in place already via the logo but with the release of a full new line of teas, but it was time to elaborate. The client had a rather extensive line of various products that each needed to be distinctly represented, yet clearly consistent and part of the same product family. The elements of consistency were prevalent through the digitally illustrated landscapes inspired by the misty mountainous regions of China. The vibrant yet natural approach to the wide ranging color palette was to be a primary focus in the overall design process, this would be the main differentiator between teas types. The design motifs and color were intended to work together conveying a sense of jovial vitality with a natural, artisanal feel.
Ultimately I wanted to create something akin to a story book, a tangible, experiential piece that customers would get lost in and would want to hold on to and even display in their homes - always great to seize free advertising opportunities. We realized that we also had a duty to be eco-friendly however, so a re-use program was put in place where they could bring in the containers and have them refilled.
P.O.S. DISPLAY STAND
The in-store display echoes the illustrative landscape elements from the containers themselves. It was fun to see how the fidelity of the custom brush effects and layered subtractive techniques would look at a larger scale when printed. I wanted it to be an attention grabber but also carry a sense of serenity. It was important to let the layout breathe plenty.
E-COMMERCE WEBSITE
Of course, the need for a digital presence and eventual e-commerce platform to sell the products online was essential. The immediate function of the site was mostly to provide an educational hub for the tea elixirs. It was very important to keep the pages inviting, and not too daunting with dense, technical information so I peppered in modest use of the landscape illustrations along with the application of the digital painting techniques to other relevant imagery.