Six Virtues Tea

PROJECT BRIEF

These tea products are a part of the Six Virtues logo suite and packaging design project at Ball State University.

The project was divided into two parts. In the first part, I designed the visual identity systems for four of the six virtues: humanity, courage, transcendence, and wisdom. These four virtues are the sub-brands to an overarching parent-brand. Following the first part, I selected three of the four sub-brands to develop into packaging designs. My chosen product was tea, and I decided to develop the identity systems into pouch, can, and tin packaging.

MY SOLUTION

In this project, I explored the connection between the Core Virtues and the natural properties of tea. The target audience highlights nature-forward, mindful consumers interested in incorporating positivity into their daily beverage choice. The packaging designs combine organic illustrations with minimal, refined type. A consistent heart-shaped leaf appears throughout the designs, reflecting the company’s focus on bringing life and positivity to their customers. The products’ ingredients are clean and natural, and the packaging options are all recyclable, reusable, or both.

CONCEPT

Humanity Teabag Pouch: The bright, warm flavor of jasmine green tea evokes feelings of compassion, perfect for tapping into one’s humanity. The floral notes of jasmine tea connect to love and human connection. Soft and flexible, the pouch packaging is approachable and comforting. This product is perfect for those looking to enjoy tea with a companion.

Courage Canned Tea: The strong, citrusy taste of the lime ginger canned tea provides the perfect spark for courage and action. Ginger tea provides the natural effect of rejuventation. Canned tea is convenient, portable, and durable. This product is fit for the busiest of us looking for a boost.

Wisdom Tea Sachet Tin: Those searching for knowledge and wisdom can find it in the complex, rich flavor of the cinnamon oolong tea. Oolong tea offers focusing properties, and the earthy flavor makes for a natural experience. The tea sachets offer customers a chance to appreciate contemplation.

RESULT

Pulling inspiration from the nature of tea, the cohesive packaging designs reflect the uplifting, interconnected feel that the products provide through their ingredients. Connecting refined, minimal type with illustrative shapes, I sought to showcase both the importance and fun of personal growth.

Designer: Mallory Tucker

Professor: Shantanu Suman