Steep is a visual identity concept for a brand of tea. In an oversaturated market with repetitive visuals of plants and herbs, Steep repositions tea as a catalyst that helps consumers achieve their desired state of mind. It uses crisp copy like – “Steep your mood” and refreshingly simple and dynamic visuals to stand out amidst the competition. It also uses a minimal approach that sets it apart in a category that generally is a visual overload.

Keeping a youthful target audience in mind, the visuals of the brand are inspired by the manner in which the color of tea steeps in water. The visual runs seamlessly across all four sides of the box allowing for it to reappear when multiple boxes are stacked together. Scattered across the box with careful consideration is also delicate typography that is elevated by the visuals to allude to floating, just like tea leaves rising to the surface in hot water. The typefaces used are Space Grotesk by Florian Karsten and Syne by Lucas Descroix.

Steep teas are available in three variants– Chamomile, Green and Black tea. The colors picked for each of these teas are inspired by their properties and their effects on the body. For example, Chamomile tea is relaxing, calming and sleep-inducing, so the colour used is a light orangish-yellow shade. Black tea is high in caffeine content, so the colour used is a vibrant and bright red. Each tea in the brand has its own unique properties that are very different from each other, giving the consumer different choices. The brand has been crafted keeping in mind 25-35-year-olds who are always on the go and in constant need of a pick-me-up.