CORPORATE IDENTITY
Beeja Tea
From conception to application Beeja Tea presents users with a new or reinforced knowledge of supporting community growth, a sense of place to connect with where their product came from, and a powerful message for sustainability in the entire design.
The graphics in the logo give a hand rendered feel promoting the natural hand crafted feel of the tea brand. The sprout emerging from the letter forms provides shelter for the company name, and also invokes a feeling of growth. The term "Beeja" means source or seed in the ancient Sanskrit language which is why the sprout is used as a company identifier.
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The business card is designed to give the customers interaction with the company and the idea behind growth and finding the source of one’s food. Thus, the business card is actually a pouch that holds seeds which the user can plant in their garden and watch grow.
PACKAGING DESIGN
Beeja Tea
The primary package design of Beeja’s loose-leaf tea consists of glass jars with wooden caps that have a rubber stopper to create an airtight seal to preserve freshness. Harmful adhesives and excess paper were avoided by using laser etching; thus, I had the logo etched into the glass jars, and the abstract forms of the flavors etched on the top of the wooden lids using no inks or adhesives. Once the tea has been consumed, users can either refill the jars or use them for other applications.
In addition to the etching on the jars, each flavor comes with a unique tag promoting the Beeja Tea logo along with information on the individual flavors, instructions, and nutritional benefits; these tags are also designed to identify the source of the product so users can become more connected with the process. These tags are each printed on seeded paper eliminating the usual waste that comes with using traditional paper while prompting nourishment of the earth. The tags are connected to the jars with a single hemp bow, which has biodegradable properties that will break down over time.
DIRECT MAILER
Beeja Tea
Beeja Tea stands apart from the competition with a strong sense of community and a vision that goes beyond simple enjoyment of tea. Beeja aims to educate the consumer on the benefits of supporting their local community as well as supporting communities from around the globe.
The direct mailer for Beeja Tea follows right along with the rest of the brand voice. Firstly, the direct mailer incorporates the same seeded paper used for the plantable tags on the primary packaging. Second, there is an immediate call to action to support the local community and find out more about local CSAs. Finally, the direct mailer incorporates an interactive attribute that further promotes the re-usability of the mailer as to avoid waste.