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Backbone Branding Creates Packaging Design for Teastan Tea

Backbone Branding Creates Packaging Design for Teastan Tea

The brief:  The challenge in creating this packaging design was visually expressing the associations and feelings, aromatic notes, and effect the tea passes while drinking it.

The Solution: Our packaging dieline is an imitation of a cut from the box with a tea leaf, as if with a bare hand. It shapes a window that lets us penetrate to the world of tea leaves, illustrated as a magical world of insects and plants and leaves that grow next to each other in wild nature, devouring the sun and fresh air of the beautiful mountains, where they rise. We have used a unique effect in printing on a metallic part of the paper, which visually provides the depth of layers and new perspectives from different angles when you look at it.
There are mainly two different types of tea – with refreshing and invigorating effects and with soothing and pacifying effects. We have exemplified energizing teas in white packaging with a symbol of the sun – the source of energy, and relaxing teas in black packaging with a symbol of the moon.
So you can get the revitalizing feeling of delightful scent and delicious taste of herbs, flower petals, spices, and roots mixed with black or green tea, fruits, and berries non solely by the color of the package and symbols, but also by the mood that it passes.
Teastan invites you to enjoy Armenian hospitality with the fantastic teas made of flowers and fruits. So, Teastan is not just tea, and it is an invitation card of Armenia’s hospitality and fascinating nature, which we tried to express through unique packaging.


  • Agency/Creative: Backbone Branding
  • Article Title: Backbone Branding Creates Packaging Design for Teastan Tea
  • Organisation/Entity: Agency
  • Project Type: Packaging
  • Project Status: Published
  • Agency/Creative Country: Armenia
  • Agency/Creative City: Yerevan
  • Market Region: Europe
  • Project Deliverables: Illustration, Packaging Design, Structural Design
  • Format: Box
  • Substrate: Pulp Board
  • Industry: Food/Beverage
  • Keywords: WBDS Agency Design Awards 2021/22

  • Credits:
    Brand Strategist: Lusie Grigoryan
    Creative Director & Structure designer: Stepan Azaryan
    Illustrator: Mariam Stepanyan
    Photos by: Backbone Branding & Suren Manvelyan