Pantone x Tealeaves Teabags
A brilliant partnership with the Pantone Color Institute in New York generated the redesign of the Whole Leaf Pyramid Teabag Collection, which inspired the campaign, #PaletteForYourPalate. The collection consists of 10 tea varietals.
These designs were featured in SXSW, Los Angeles Design week, San Francisco Design Week, Vancouver Design Week, Dieline, DesignTaxi, PSFK, Fubiz and Elle Decor.
The creative brief was to redesign the entire teabag line around the concept of color in blending and to portray the company’s true identity as a modern innovator while paying homage to their heritage in the luxury hotel industry.
Exploring the 10 tea varietals, their culture, medicinal purposes and flavor profiles, we selected a mood and symbolic animal evocative of each. Pantone then selected a color code that best fit that mood and tea.
A minimalist direction was chosen to effectively evoke this selected mood and color, while conveying the purity and quality of the product inside.
Emotional, yet whimsical, each teabag overwrap and retail box would have a monochromatic watercolor animal to symbolize the mood, accompanied by a poetic blend story, to enchant the consumer. The watercolor art direction was minimalist and slightly abstracted, with movement inspired strokes and nuanced layering to communicate mood and color.