OBJECTIVE

How to bring an old product to a new audience?

APPROACH

Pu’erh tea is a traditional compressed tea originating from the high mountains of Yunnan Province in China. GaoYun, the parent company wanted to market this new line of tea to a new hip, DIY, witty audience, ages 18-35. Appealing to the demographic’s love of satirical humor, I created a series of illustrations based off of tea-rrible puns, including the name, “Tea Hee Hee.” Packaged in banana leaves, I focused on  tactility and the desire for the audience to be hands-on with the product. I also chose a combination of a handwritten typeface and a fun serif font to emphasize the irony in this brand. Using organic materials and hand-done illustrations, hipsters are sure to love this product.