Joie
Brand Identity Design
Art Direction
This tea set, inspired by the poem “The Orange” by Wendy Cope, is a hypothetical product offered by the Joie gift brand whose mission is to encourage mindful moments.
Every step of this process was new to me—I learned how to build a complex dieline, choose materials, design on a 3D surface, and create a display-level prototype.
I began by creating a mindmap of the different directions I could take with the theme. I researched some top brands in the tea category and placed them on a matrix after doing audits of their visual identity and product offerings. I also created personas based on my target audience.
I moved forward with an all-geometric brand system whose shapes could make large, simple motifs as well as more complex patterns.