Leaf & Soul
Creating a premium, tactile identity for a tea ritual.
Project Overview
Leaf & Soul is a tea brand that focuses on the "tea time" ritual. While many drink tea as a remedy, this brand targets those who see the process as a small, meaningful ritual—relaxing with a book or winding down at the end of the day.
The challenge was to move away from standard industry designs and create a brand that screams luxury and premium quality, focusing heavily on the tactile experience of the brewing process.
Execution
I focused on a design that feels physically rich. I opted for a thick, textured cardboard box containing a premium glass jar. The color palette uses darker, moody tones to make the gold foil logos and embossed text pop.
Crucially, everything on the packaging is pressed (debossed/embossed) rather than simply printed, ensuring that from the moment a customer touches the box, they feel the brand's premium value.
Packaging
