Unknot Tea

Project Type

Packaging
Branding

Year

2017

Project Role

Concept
Package Design
Woodworking
Visual Identity
Photo Editing

Objective

To create multi-purposeful packaging that’s as aesthetically pleasing as it is useful. The objective of this project, with my peer Kevin Lee, was to conceptualize and create an innovative packaging solution to increase the product’s lifespan beyond its original function, while also adding value for the customer and increase brand visibility.

Value Proposition

Working as part of a team, Kevin and I were able to combine our strengths and help within area’s where the other may lack. I took a very hands-on and tactile approach to this project. Based on initial sketches and measurements, I was able to go into the woodworking shop and cut the wood to the size we needed to assemble our packaging. I was also able to put a handmade touch on everything included inside the kit from the braided twine string used to close the kit and wrap the tea bottles, to the branded tea bags and seed packaging.

Challenges

The challenge for the project was to create a multi-purposeful packaging that was useful, as well as aesthetically pleasing to encourage the owner to incorporate it as a design element in their house to increase the kit’s lifespan. We wanted a design that would align with the organic nature of growing your own tea, but also fit into the urban dweller’s modern lifestyle.

Solutions

Assemble the kit so that the consumer can use one side of the box as a hanging vase stand, and the other as a tea organizer
Select wood as our packaging material to give a modern and rustic feel while sitting on a desk or kitchen counter
Include easy-to-follow instructions on the back of coasters and seed packaging, paired with icons to ensure a fun and easy growing experience for all

Brand Promise

To simplify the process of urban gardening with multi-purposeful packaging that’s as aesthetically pleasing as it is useful.

The Story

This was a great experience to collaborate with another designer and push each other to create an amazing final product. We were in sync from the beginning with our vision for the product and packaging we wanted to create. We haven’t had a chance to work with wood as a medium for any other packaging or studio classes. We took this opportunity, although it would be challenging, and decided to move forward with this material as our packaging. I welcomed this challenge and saw it as a chance to expand my skill set in other areas, such as woodworking and screen printing.

Research

Target Audience

The target audience is women and men who live in urban areas with little to no backyard areas or land for gardens. They enjoy tea and like the idea of having organic tea easily accessible without leaving their home. The target audience has no gardening or growing experience, yet, they desire to be self-sufficient and sustainable.

Audience Needs

To simplify the process of city gardening with an all inclusive grow kit that requires no gardening experience. The all inclusive kit contains everything the new urban gardener needs to successfully grow their own tea with simple and easy to follow directions: plant, grow, sip, relax.

Process

My design process started after conceptualizing a product that would work well with multi-purposeful packaging. We knew from the beginning that we wanted to work with wood and make a truly handcrafted product. From this starting place, we conceptualized a grow-your-own tea kit for the urban dweller. I began quick, divergent thinking and wrote down as many words as possible that I associated with tea and that would resonate with our intended target audience.

Once we agreed on Unknot as the name, we developed a tagline that consisted of four keywords: plant, grow, sip, relax. Although this is the tagline, it’s also meant to be instructional and show the simple steps for our tea kit. I then began exploring different containers, typefaces, and type lockups for our initial logotype.

Asset 9VF — Naming Exercise with Divergent Thinking

Asset 2@2x-100 — Digital Sketch Progression

We began making paper prototypes of our wooden box to obtain the exact measurements needed for the box to be structurally sound and strong enough to support the glass tea growing kit. After we finalized the specs I then went into the wood shop to cut the wood pieces down to size using a band saw. The pieces were stained with dark varnish. Once dry, we screen printed the logo on the front board and then assembled the package with hot glue. A braided twine rope is used to secure the packaging when closed, as well as hanging support for the growing herbs inside the glass jar. We then moved on to create the rest of the tea kit contents which included screen printed coasters, pre-filled tea bags, seed bags, and instructional icons.

Asset 1@2x-100 — Measurements of Wood Panels

Brand Assets

We took a modern and minimalistic approach to designing the logo for Unknot. We used simple, easy to understand instructional icons on the backs of the coaster and seed packaging. Our design elements and messages do not get lost in the design, we used lined strokes with short keywords to emphasize the simplicity and easy growing experience provided with our kits. For the typeface, we used Oswald regular, medium, and bold. This typeface worked perfectly to compliment the bold line art, and vertical lines representing the growth of the tea leaves in the logo. Our color palette remains simple to keep the rustic and organic vision intact. We relied heavily on black, white, and tints of poppy orange.