Samsara: Tea for the World
Samsara
Branding
Lacking in both identity and direction, a group of young entrepreneurs sought to introduce their vision of a sustainability-focused tea brand to the world.
Conceptualize a brand which captures the spirit of the groups core concepts, and create a packaging system that is just as forward-thinking and visually appealing as can be.
When the minds behind Samsara first reached out to me, I almost turned them down. I had never done a full packaging set before, so the challenge before me was staggering. Through hours of research and deliberation, I resolved to sum up their mindset through the idea of Samsara (a Hindi concept of continuous flow) and the tagline 'Creating Cycles'. The final logotype takes its look from the word's roots; the handmade font fit the bill better than any computer font could. The mark creation process was tough, but the final product reflects everything the shareholders were looking for and resonated well with test groups. The packaging is designed to be refillable, recyclable, and made from the seed paper of the tea plant it contains so that consumers can grow the plants themselves. Full circle, achieved. Take a more detailed look into my process:
When the minds behind Samsara first reached out to me, I almost turned them down. I had never done a full packaging set before, so the challenge before me was staggering. Through hours of research and deliberation, I resolved to sum up their mindset through the idea of Samsara (a Hindi concept of continuous flow) and the tagline 'Creating Cycles'. The final logotype takes its look from the word's roots; the handmade font fit the bill better than any computer font could. The mark creation process was tough, but the final product reflects everything the shareholders were looking for and resonated well with test groups. The packaging is designed to be refillable, recyclable, and made from the seed paper of the tea plant it contains so that consumers can grow the plants themselves. Full circle, achieved. Take a more detailed look into my process:
A brand that knows what it wants to be, that speaks to a younger demographic, has a core value of sustainability, and involves me drinking copious amounts of tea? I was smitten, and the zen flowed effortlessly from pencil to paper to screen.
The mark I developed, "the bloom", reflects the flowing momentum of our daily lives, a harmony which tea and reflection can help one discover. The three leaves, all equal in size and shape, bleed seamlessly into the center circle to exhibit qualities of balance and perreniality. The final touch, a hand-drawn logotype, featured letters which subtly folded into one another paired with one, small, drop of color. Sophistication, meaning, and mindfulness: acheived.
A brand that knows what it wants to be, that speaks to a younger demographic, has a core value of sustainability, and involves me drinking copious amounts of tea? I was smitten, and the zen flowed effortlessly from pencil to paper to screen.
The mark I developed, "the bloom", reflects the flowing momentum of our daily lives, a harmony which tea and reflection can help one discover. The three leaves, all equal in size and shape, bleed seamlessly into the center circle to exhibit qualities of balance and perreniality. The final touch, a hand-drawn logotype, featured letters which subtly folded into one another paired with one, small, drop of color. Sophistication, meaning, and mindfulness: acheived.
This is not a static brand, and my design reflects this mindset. Instead, several color schemes carry the mark in their own way. The yellow scheme, Chamomile, is intended to brighten and enlighten. The purple scheme, AKA Lavendar, invokes a mental and physical groundedness. And the pink scheme, Passionfruit, encompasses the drive which lives in every person to exceed ones past self. It's a whimsical, light brand, which test groups found to be highly relatable.
This is not a static brand, and my design reflects this mindset. Instead, several color schemes carry the mark in their own way. The yellow scheme, Chamomile, is intended to brighten and enlighten. The purple scheme, AKA Lavendar, invokes a mental and physical groundedness. And the pink scheme, Passionfruit, encompasses the drive which lives in every person to exceed ones past self. It's a whimsical, light brand, which test groups found to be highly relatable.
Working closely with Botanical Paperworks, and using low-toxicity inks, I developed the structures as seen above. In an effort to make a more virile product, I wanted to design a product which actually used more paper, envisioning as a two-tube system with a removable cap at the bottom. When twisted, a slit was revealed for the circular (of course it was) tea bag to slide out. The finish of the inks on this paper lended a very earthy quality and sheen to the final product. It should be mentioned that I buried the final printed product as a test, and it began to show signs of growing within the first week! See my final designs for the individual sets of packaging below.
I haven't heard from Samsara since I passed them final assets in 2014, but I hope they continue their efforts with the same ebullient spirit they approached me with at the very beginning.
Working closely with Botanical Paperworks, and using low-toxicity inks, I developed the structures as seen above. In an effort to make a more virile product, I wanted to design a product which actually used more paper, envisioning as a two-tube system with a removable cap at the bottom. When twisted, a slit was revealed for the circular (of course it was) tea bag to slide out. The finish of the inks on this paper lended a very earthy quality and sheen to the final product. It should be mentioned that I buried the final printed product as a test, and it began to show signs of growing within the first week! See my final designs for the individual sets of packaging below.
I haven't heard from Samsara since I passed them final assets in 2014, but I hope they continue their efforts with the same ebullient spirit they approached me with at the very beginning.
