An entrepreneur came to us with the goal of creating a new tea culture in the United States. Together, we envisioned transforming our coffee-drenched, jittery society into a place where people can sip slower, get to know bliss and be gloriously alive. We created the brand from the ground up: the naming, identity, packaging, collateral and voice. The design language was inspired by woven textures involved in drying, packing and storing loose tea. Sustainable materials, kraft paper and copper metal became the materials palette for the cups, bags and canisters.