Fraser Tea is an organic, flavor-forward tea company with the goal of making healthy and innovative tea accessible and fun to all ages. Founded by three licensed tea sommeliers who happen to be brothers, each flavor is thoughtfully and uniquely handcrafted.

Through research based on target demographic as well as online and shelf competition, an approachable, cheerful, and funky brand emerged. The logo was hand-lettered, invoking a sense of craftsmanship and adventure. The lively color palette was chosen to compete on the shelf and exemplify the brand’s flavor forward attributes. Finally, in the spirit of adventure and creativity, we designed quirky, whimsical illustrations to be used throughout the brand experience, including the website and packaging design.

Role: Creative Direction, Photography Direction, Logo Design, Brand Identity, Packaging Design, E-commerce/Web Design

Design Firm: FWD,

Website Photography: Joe Vaughn

Product Photography: Maria Varano

Client: frasertea.com

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