Empathy. Tea experts.

The line of 5 fine teas for the USA based company. Naming, branding, packaging design.


Tea in the US is not well understood and not promoted enough. Regular packaging sells an average, confusing product.


Tea experts, who are they? Fanatics, connoisseurs and tea lovers who bespeak it, first of all, for themselves.


Peace, comfort, harmony. A minute with youself, tea with loved ones. Empathy is about the talent to share emotions.

Ask questions.
They matter more than answers.

Design is a dealer between you and your consumer, your most reliable agent. Whether we like it or not, your design speaks out. What do you tell the consumer, what values of your product do you share? Make it simple and focus on the idea: what exactly should the consumer learn?