“Dear Self” came to us with a commission for the full package. They needed to build their brand: name, brand identity, and packaging for their range of high-quality organic teas.
Our research suggested that quality organic tea is perceived more as an experience than a mere beverage. Women were identified as the main target group and we decided to ‘sell’ the ritual of tea making. We wanted the name and the packaging to stop the average busy woman in her tracks and invite her to spend the extra five minutes of tea-making as a treat for herself—a moment of self-care.
This is how Dear Self was born, for its connotations to the opening of a diary entry, with the diary being a form of turning the spotlight onto yourself. It also spoke of security that you can be whatever and whoever you are, with no judgement or pressure of expectations.
The identity that we created had to show that self-care and security, so what better way to do that than by creating the connection between a warm cup of tea and a warm embrace. Each package features bold monochrome graphic elements that also hint at the suggested use of the tea: morning or evening. The hands of the logo are replicated on the packaging as well, to reinforce this emotional connection and trigger the sensation of being caressed/hugged. Different spiritual quotes are custom printed on every lid to expand further on the idea that every woman making a cup of tea has an individual, private moment with herself and is deserving of the experience.
Dear Self teas