The challenge in creating this packaging design was visually expressing the associations and feelings, aromatic notes, and effect the tea passes while drinking it.


Our packaging dieline is an imitation of a cut from the box with a tea leaf, as if with a bare hand. It shapes a window that lets us penetrate to the world of tea leaves, illustrated as a magical world of insects and plants and leaves that grow next to each other in wild nature, devouring the sun and fresh air of the beautiful mountains, where they rise.

There are mainly two different types of tea – with refreshing and soothing effects. We have exemplified energizing teas on white packaging with a symbol of the Sun– a source of energy, and relaxing teas in black packaging with a symbol of the Moon.

Teastan is not just tea, it is a symbol of Armenia’s hospitality and fascinating nature, which we tried to express in a unique packaging.

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Backbone Branding


Brand Strategist: Lusie Grigoryan 
Creative Director & Structure Designer: Stepan Azaryan 
Illustrator: Mariam Stepanyan 
Photos by: Backbone Branding & Suren Manvelyan