The Client
Lime Tree, a brand under Amway, pursues a natural food ethos, crafting teas imbued with the essence of nature through rigorous quality control. Born from leaves harvested from wild tea trees in Hadong, Gyeongsangnam-do, Lime Tree offers three new products: organic brown rice green tea made from hand-picked tea leaves, rooibos harvested from the Cedarberg Mountains in South Africa, and honey apple chamomile made from chamomile produced in Croatia. Lime Tree aims to provide a lifestyle of relaxation and healing through a cup of tea brimming with nature.

The Objective
Amway’s Lime Tree aims to launch three flavors of infused teas and establish its own sophisticated package design system. YNL Design, based on Lime Tree’s high-quality ingredients, natural fragrances, and wellness-oriented brand values, has developed a systematic package design system. By providing a new package design system, YNL Design seeks to establish Lime Tree as a tea brand that not only promotes health but also offers a lifestyle of relaxation and healing through tea consumption.

The Solution
YNL Design utilized Kwon Kija’s artwork “Accumulation of Time” as a graphic motif, representing raw materials that have accumulated over time. Through minimalist and aesthetic layouts, Lime Tree offers a brand experience akin to enjoying an exhibition while savoring tea, providing a sense of calm relaxation and leisure. The color system extracts colors from each artwork to create a systematic look and feel, ensuring that the fragrance and taste of the products are intuitively conveyed.