TIVINE is a premium tea brand that means “tea that was made by the divine.” The best raw materials from the production area are carefully selected by a tea sommelier in order to provide luxurious afternoon tea products that anyone can enjoy at home. dyr Joolia was inspired by the brand story of “your own cafe that you can enjoy at home.” We created a brand identity with a relaxed and lovely mood that resembled a fragrant afternoon tea time. The logo of a tea set (a teapot, cup, and spoon) symbolizes the taste of the region brewed deeply by TIVINE as well as an easy way to drink the product. The delicate details of the logo and tagline intuitively express the brand identity with a sweet sensibility. Based on the established identity, we developed a package design that would capture the freshness of the raw materials with our own illustrations. We established individual identities for each product by varying the colors borrowed from the main raw materials while maintaining a consistent design concept for all of the packages. dyr Joolia established a TIVINE design team that would be responsible for launching new products through design variations based on the original product design.
