Infiya Tea

TASK: To develop a packaging design for a range of functional tea drinks inspired by the principles of gentle healing, meditative ritual and self-care. Each drink is a refined combination of taste, aroma and specific benefits. No compromises: only natural ingredients, hand-selected.

DECISION: A line of tea drinks inspired by the Arts&Crafts trend. William Morris is considered one of the pioneers of the Art Nouveau style in the UK. He was one of the first to develop the idea of synthesis, according to which beauty cannot exist without connection with nature. “Beauty is inseparable from nature” — this principle of William Morris formed the basis of the tea line as a statement about the naturalness of the composition and a conscious approach to consumption. Tea as a form of dialogue with nature.

The logo is based on the Eros font from VJ Studio. “The aesthetics of Eros are inspired by the art movement of the Art Nouveau and the Viennese Secession of the late 19th century, and they are redesigned with a strong modern accent that gives the drawing an elegant edge. Eros has a very refined expression, it conveys a beautiful organic feeling, and yet the font is still functional.”
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The modern style of illustrations with botanical motifs sounds like a new interpretation of the aesthetics of the Arts and Crafts movement. Differentiation is created by color coding and different illustrations. Graphic motifs not only decorate, but also refer to the main ingredients of tea drinks. BEAUTY HERBAL GLOW: a refreshing herbal blend with apple, rosehip and rose petals. BALANCE LAVENDER BLEND: a subtle combination of lavender, lemon balm and orange petals, suitable for an evening ritual. ENERGY MATCHA BOOST: Organic Japanese matcha of the first collection.

2025 | INFIYA TEA Packaging Identity and Design
Packaging design, illustration, AI images: Marina Belobaba (Behance | Instagram)
3D visualization: Lyubov Gagovskaya
Art direction: Alice Makarova
A conceptual creative project. Non-commercial use of fonts from VJ-TYPE.