SOUL TEA
The Story
Carlton, located in the northern side of Melbourne City, distinguishes itself from the fast-paced lifestyle by blending urban energy with a restful and serene ambiance from the green spaces, sceneries and local community. However, the hustling city (construction, buildings, innovation. etc…) is slowly invading Carlton underlying calmness, making it challenging for the people to truly relax. While an individual is having physical rest, theirs mind continues to stay active.
Project Goal
Hence, it’s essential to bring back a sense of calmness through a visual identity and product that offer a solution to soothe both the body and the mind. This nuanced duality serves as the inspiration for Soul Tea — a product crafted to embrace one’ts inner peace. The brand’s name, Soul Tea, reflects our mission to nurture the body and the soul through a harmonious blend of tranquility and refreshment.
General Infos
Timeframe: Nov, 2023 – Jan 2024
Role: Illustrator, Researcher, Designer
Categories: Identity System, Branding
Target Audience
Local community of Carlton suburb, Melbourne
Tea lovers, Working people
Designed and embraced the beauty of “having a rest” – both physically and mentally.
Why "SOUL TEA"
‘Tea for the Soul – Peace for the Soul’
Soul Tea is a visual identity that explores the magical power within a cup of tea in soothing the mind and bringing peace to the soul. More than a cup of tea, the brand tell stories about the places, the people and the values of Carlton, Melbourne. It is not just about the product or the brand, it is the experience of having “true rest” and having quality time with your “tea-mates”. Sit down, have a cup of tea, have a cup of peace.
