Hilltop tea

This branding and packaging combination was a self initiated project inspired originally by craft beer and alternative label design. I wanted to take the illustrative elements present in recent food packaging and build a brand around it. One that is simple in much of it’s execution and branding, but elaborate where it counts - on the side of product visuals, to provide eye catching packaging graphics that will drive sales.

Brand usage guidelines

As with any comprehensive branding initiative I have drawn up a document for comprehensive and correct brand usage. This can be found and downloaded here

Tea container packaging

The motivation for the visual identity of these containers was to revolutionize the way healthy products are presented. The target audience here is are males age 20-50 who are actively engaging in self-betterment practices and regular exercise. Using a recyclable and reusable tin for the container, and bags shown above, with no string or label to reduce waste as many larger tea brands do accomplishes a sustainable and Eco-friendly approach.

Visually the choices of using masks inspired by Japanese culture and theater were chosen for their expressiveness and relevance to each tea’s function. A combination of hand done and digital illustration was used for the masks and patterns to evoke those emotions and clearly express the function of each tea.

Digital Advertising presence

The digital presence of Hilltop is meant to be impactful, and expressive, just like it’s physical product delivery. Using similar patterns to those utilized in the actual packaging, as well as other’s to diversify a visual palette keeps the ad engaging while claiming the negative space for the tea itself keeps the product in the spotlight.