Dalai: Tea Drinking as a Philosophy

Agency: Fabula Branding
Designers: Christina Molochko, Dmitry Zyablitsev
Photographer: Aliaksei Karzhanets
Project Manager: Natalia Timofeeva
Account Manager: Julia Nasekaylo
Creative Director: Olga Kashkan
Art Director: Dmitry Kashkan
Project Type: Produced, Commercial Work
Client: ICUPTP Karavan
Location: Minsk, Belarus
Packaging Contents: Tea
Packaging Substrate / Materials: Cardboard
Printing Process: Printing

The tea market is actively developing, and strong players and high levels of competition are typical for it. To attract and retain the attention of the customer, the new range of teas by Caravan had to find its own niche and to establish itself in it. By emphasizing the variety of tastes, the new trademark addresses the target audience of hedonists — the people that consider pleasure and delight their life priorities.

The name Dalai expresses a philosophical view of life and is associated with calmness and serenity. A stylish logo with a tea leaf as a decorative element discloses the nature of the brand and its main features – harmony and fullness. Customized photos of the food zone are bright and colourful solutions that illustrate the composition of the tea and emphasize its uniqueness.