Lusè is a brand of certified organic tea of the highest quality, and the goal for this project was to create a stylish brand identity and packaging design for their new range of products, encompassing six different varieties of premium quality tea.
The brand name Lusè was inspired by the pronunciation of the word “green” in Chinese, reflecting their love of the pure green tea originated in that part of the world. This lovely notion of choosing the colour green to be in the centre of the entire brand concept, gave rise to the creative direction for all designs, and all ideas for the brand identity and packaging concepts started to revolve around natural colours, raw textures, and a premium, organic feel.
It’s a minimalist interpretation of a simple, natural ingredient producing a beverage of the highest quality.
In order to achieve a modern, stylish look that is all about the highest quality of the products, as well as the natural, organic qualities of the brand, the project started by pairing each of the six flavours of tea with a custom abstract watercolour painting that was inspired by the colours of each variety of premium dried tea leaves, as well as their their interaction with hot water. These natural paintings provide a raw, earthy look with lots of organic textures, allowing to easily differentiate each flavour. This natural look was combined with elegant, modern, minimalist fonts, and gold foil embellishments to emphasise the juxtaposition of the organic, and at the same time premium qualities of the products. This product range brings to mind an art collection for your home, each box showcasing a different, individual character – just like the tea leaves inside.