Bloom co.
For this project, we were tasked with designing a product and creating its packaging and website. Our team chose tea as our focus, aiming to modernize it and make it more appealing to Gen Z. We wanted to break away from traditional tea branding and instead craft a bold, vibrant identity that aligns with the aesthetics and values of younger consumers.
Tools
Figma, Illustrator
Role
UX & Visual Designer
Timeline
November 2024-December 2024
-
Goal
Our goal was to modernize tea by creating a brand that blends bold, youthful aesthetics with an accessible, engaging experience. By drawing inspiration from popular ready-to-drink beverages, we aimed to bridge the gap between tradition and innovation, making tea more appealing to both longtime enthusiasts and new, trend-conscious consumers. This involved designing a cohesive brand identity, sustainable packaging, and an intuitive website to position tea as a fun and desirable lifestyle product.
-
Problem
Traditional tea brands often struggle to attract younger consumers, who are increasingly drawn to ready-to-drink beverages and unique, bold flavors. The conventional loose-leaf and bagged tea formats may feel outdated or inconvenient compared to trendy, pre-prepared drinks with modern, engaging branding. This gap in the market presents an opportunity to refresh tea’s image while preserving its core essence.
Mood Board & Visual Concept
To begin the creative process, we started by creating a mood board to define the visual direction of the brand. Our goal was to blend modern, youthful energy with a sense of comfort and tradition, reflecting the balance we wanted to achieve between innovative appeal and tea’s heritage.
The mood board includes elements of fun, vibrant branding inspired by ready-to-drink beverages, alongside subtle, comforting visuals that spoke to tea’s natural origins. We also pulled from various visual trends that resonated with Gen Z, such as playful typography, bright color contrasts, and minimalistic illustrations.
Design System
Building on our mood board, we developed a design system for brand consistency. The color palette featured:
Brown for the earthiness and warmth of tea.
Cream for elegance and accessibility.
Light pink for a playful, youthful energy.
Hot pink for boldness and excitement.
For typography, we selected fonts that aligned with the brand’s personality:
Coiny for packaging, a bold and fun font reflecting the vibrant mood.
Filicudi, a clean and modern typeface for the website, maintaining simplicity and legibility.
Adamina, a serif font for the website, adding refinement and balance to the boldness of Filicudi.
Product & Package design
We designed packaging that would appeal to a modern, youthful audience while staying true to tea’s traditional roots. Each package was color-coded to reflect the flavor inside, such as vibrant purple for lavender and bright yellow for lemon, making it both visually striking and easy to identify.
The packaging also featured simple illustrations that highlighted the natural ingredients, creating a connection between the fresh flavors and the contemporary design. This blend of vibrant colors and clean lines communicated modernity, sustainability, and fun, perfectly aligned with our Gen Z target audience.
Design Iterations
With the design system established, including our color palette, typography, and visual direction, we were able to move forward with creating the high-fidelity prototype. For this project, we focused on three main pages: the Home Page, Product Page, and Product Details Page.
These are some initial iterations for the homepage. We experimented with a video at the very top featuring a 'Shop Now' button, added a 'Tea Pairing of the Week' section, and included our values. We also played around with adding a quote or customer reviews. Ultimately, we decided on a final design that placed the video and 'Shop Now' button at the top, followed by our values—moved to the top because we felt they were the most important—and redesigned them to look more modern. The 'Tea Pairing of the Week' section was placed at the bottom, with customer reviews moved to the product page.
For the Product Page, we initially experimented with a few layout variations but ultimately landed on outlined sections for each product after analyzing other brands' approaches. We also placed the product reviews at the bottom to encourage customers to buy, keeping the layout clean and focused.
Final Prototype
This video shows the final high-fidelity prototype in action, demonstrating how the homepage, product page, and product details page come together to create a seamless and engaging user experience.