2023
Pukka Tea Packaging
TEA PACKAGING
Adobe Illustrator
A wellness-focused tea line designed for an active approach to retirement.
01 / BRIEF
Develop a premium tea line from the existing Pukka Tea brand designed for individuals in the early years of retirement, focusing on joint health and long-term wellness.
The goal was to create a product that positioned wellness as part of an active and enjoyable retirement lifestyle.
02 / PROBLEM
How can a wellness product communicate health benefits without feeling clinical or limiting?
The challenge was to balance functional health messaging with a luxurious, elevated experience that appeals to an active retirement audience.
03 / INSIGHT
Retirement can represent a new chapter focused on staying active, exploring interests, and prioritizing personal well-being.
Rather than positioning wellness around limitation, the design could communicate it as part of an active and fulfilling lifestyle.
04 / DESIGN INTENT
Create a refined packaging system informed by audience research, moodboards, color exploration, and typography studies.
The visual direction balances sophistication and accessibility to communicate both the functional benefits and elevated experience of the product.
05 / OUTCOME
The final tea packaging combines existing branding and new concept design to create a wellness-focused product tailored to its target audience.
The system uses consistent visual elements to expand into a three flavor line.
