Pure Leaf’s new line of artisan inspired teas were inspired from four key tea regions from around the world: The Himalayas, West Africa, China, and Northeast India. The design of this new line extension needed to feel special and elevated, while also living within Pure Leaf brand equities.

To design this new line of products, we took a metaphorical and virtual trip to each of the four key regions in order to meticulously infuse each illustration with the region’s local flavors—just like the teas themselves.

We explored 10+ different design directions before landing on a design that fit appropriately within the brand’s portfolio while elevating this line of teas through storied illustration and authentic landscape and flavor cues.