Luxury Tea Packaging – Maison Folia

The Context

Maison Folia is a conceptual premium tea brand built around the idea of ritual, time and sensory awakening.

The project explores tea not just as a beverage, but as a moment of pause — a transition between states: from tension to calm, from distraction to presence.

Through this approach, the brand positions itself at the intersection of luxury packaging and emotional storytelling, targeting a refined and immersive experience.

The Design Work

The visual identity is based on a minimal and elegant system, where deep tones, soft lighting and controlled compositions create a cinematic atmosphere.

The packaging design focuses on clarity and sophistication, with structured layouts, precise typography and subtle graphic elements that reinforce the premium positioning.

Each tea variant is defined by a specific color accent, allowing the range to stay cohesive while expressing different moods and flavors (Awaken, Begin, Slow, Linger…).

The project extends beyond the product itself through a series of campaign visuals and storytelling scenes, transforming the packaging into a narrative object.

The Mission

Create a premium tea brand identity and packaging system capable of standing out in a saturated market.

Build a coherent visual language across multiple products while integrating a strong emotional dimension.

Develop a complete brand universe including packaging, campaign visuals and storytelling to elevate the perception of the product.

The Approach

The creative direction is driven by contrast: tension vs calm, darkness vs light, movement vs stillness.

Rather than relying on traditional tea codes, the project adopts a cinematic approach inspired by film language — framing, lighting and sequencing — to create a deeper emotional connection.

The storytelling is structured as a progression, where each moment (Take Your Time, Awaken, Begin…) reflects a stage of the experience.

This allows the brand to go beyond functional packaging and become a true sensory journey.

Credits

Art Direction & Graphic Design: Benjamin Le Nir – Loseou
Project Type: Premium Tea Branding & Packaging Concept
Location: Bordeaux, France
Category: Packaging Design / Brand Identity