Beauty & Fashion
ATEANERY natural tea skincare branding
Global Natural Tea Skincare Brand Creation
Project Scope
brand strategy/ brand naming/ brand communication message(Korean/English/Japanese/Chinese)/ brand story contents/ press release/ brand design strategy/ brand design(basic+application)/ illustration design(tea leaves)/ package design
Challenges & Solution
Based on the Clean Beauty movement in the global market, T4U Japan inquired the bread and butter to create a natural skincare brand that delivers "plant-derived," clean beauty products with distilled tea leaves, rather than using it just as an organic source. It takes over 3,040 minutes to extract the true essence of tea leaves from the distillation process for one small bottle (200ml). Therefore, we defined the brand concept as "slow beauty" and developed the communication message in two languages:
1. slow and potent beauty distilled from tea (English)
2. ピュアなteaの1滴-なりたい自分になる!(Japanese)
To visualize the authentic & slow production process, we used an illustration drawing of each tea leave: peppermint, black tea, and lemon myrtle. Next, we used these illustrations to bottle background to appeal slow beauty care with the distilled leaves. To categorize each product line, we put dark green bands as a graphic signifier in the center of the front label with the logotype inside.
ateanery logotype design
ateanery package design - peppermint line
ateanery package design - lemon myrtle line
ateanery package design - black tea line
ateanery tea leaves illustration drawing + design concept moodboard
ateanery tea leaves illustration drawing - black tea
ateanery tea leaves illustration drawing - peppermint
ateanery tea leaves illustration drawing - lemon myrtle
ateanery package design (concept draft)
ateanery package design (concept draft)
ateanery package design (sampling)