This project is structured to simulate the experience of working within a large design studio and encapsulates work produced across multiple subject courses.
In a team of 5, research and develop the brand guidelines, packaging, infographic, marketing campaign and video of the product revolving around the concept of a survival kit.
With many aspects to the project, tasks were divided among the group members to ensure that each section would move along efficiently. My responsibilities as the Art Director were research and brand development, direct the artistic vision of the product as well as providing additional assistance in other sections.
Our survival kit was designed to be a monthly subscription kit that provided high quality loose leaf teas, along with tea filters, snacks and info cards on the tea leaves with additional add-ons for extra cost. The aim was to provide premium tea leaves at an affordable price that were easily accessible and helped to support local businesses.
Our target demographic was aimed at young adults, approximately ages 20 to 30 who focused on relaxation and self-care while keeping in mind the importance of eco-friendly practices and care for the environment. With this in mind, we developed the COZY CHA brand with that encapsulated the essence of coziness in a steaming cup of tea.
