Agency: AlTattan Studio
Creative Director: Ahmed AlTattan
Project Type: Concept
Packaging Contents: Tea leaves
Packaging Substrate / Materials: Plastic, Paper
Printing Process: Digital printing
Preparing tea is an art that begins by choosing the perfect tea leaves. Awraq is a high-quality Omani brand that was created in 2019 and is dedicated to selecting premium tea leaves for the art of brewing the perfect cup of tea.
When we were first introduced to Awraq Tea, we tasted a mix of art and chemistry with a dash of love. After owner Al-Mokhtar Al-Saifi greeted us, he disappeared for a few moments only to return with a teapot which he had prepared himself. It was a defining moment as it became clear to us what that the brand’s essence was about.
Our mission was to translate this moment in the packaging of Awraq, to tell a visual story that can interpret this vision, and to exhibit the measure of care, precision, and passion that goes into the preparation of this tea brand. The branding concept centered around the intricacy of the tea-preparing procedure, the earthiness of hand-brewing an aromatic beverage, and finally the heartwarming luxury of tasting art. With this concept as our canvas, AlTattan Studio integrated various modern design elements with classical features to epitomize the brand’s rich flavor, cultural roots, and universal personality.
The illustrations reflect the warm hospitality that Arab tradition continues to honor. A generous spoonful of tea leaves, scattered leaves, a kettle, and a hot cup of tea are the main drawings incorporated into the packaging.