Leaf Liturgy is a revolutionary tea brand concept, merging ancient symbolism, humor, and modern design. We’ve created a unique world where each tea has its own story and character, embodying the idea of the sacred and the profane in modern culture. Our aim was to revitalize the traditional image of tea, making it more appealing to younger generations, and emphasize our commitment to ecology and social responsibility.
Year
2022
Scope
→ Visual identity
→ Packaging design
→ Illustrations
→ Copywriting
We aimed to move away from the symbols of colonialism, wellbeing, and orientalism – typical for most tea brand communications and images.
The idea of sacrum/profanum as a brand positioning of premium teas in the spirit of urban drinking.
Leaf Liturgy is a new brand of premium teas. The client's goal was to elevate the quality of at-home teas while maintaining the casual, non-committal nature of the beverage; to enjoy a premium class in a hipster cup without the guilt of skipping the tea-making ritual. The founders asked us to develop a new name, define the brand personality and design the visual identity.
To combine the conservative image of tea with the hipster lifestyle of urban living, we based the name, communication and brand image on the idea of sacrum-profanum. In effect, we created a new religion, and to spread it, we designed prayers for each of the tea deities.
We have created a range of prayers dedicated to particular types of tea.
Each prayer is based on real characters, curiosities, tea composition, and effects. Each of the teas has an original name associated with the variety. The language is based on a mix of mythological elements and religions of all kinds to achieve maximum authenticity and bring the consumer into the unique world of the brand.
The brand's vibe is reinforced by collages - artistic interpretations of a particular prayer.
The collages show a sacred or mythical figure representing a particular variety of tea. Aesthetics, humour, bluntness and unceremoniousness are the essence of the sacrum-profanum feel of the Leaf Liturgy brand. The whole is closed by an illustration that serves as a signet - folded hands based on a graphic by Albrecht Dürer - a radiating tea divinity.
Packaging Design:
Grzegorz Sołowiński
Jarosław Dziubek
Illustrations:
Jarosław Dziubek
Logo Design:
Adrian Spóz
Photography:
Dominik Lewiński
Copywriting:
Mariusz Ruciński
Project Management:
Agata Sędzikowska
Gold KTR 2023 - Packaging
Silver KTR 2023 - Branding
Year
2022
Scope
→ Visual identity
→ Packaging design
→ Illustrations
→ Copywriting
Leaf Liturgy is a revolutionary tea brand concept, merging ancient symbolism, humor, and modern design. We’ve created a unique world where each tea has its own story and character, embodying the idea of the sacred and the profane in modern culture. Our aim was to revitalize the traditional image of tea, making it more appealing to younger generations, and emphasize our commitment to ecology and social responsibility.
We aimed to move away from the symbols of colonialism, wellbeing, and orientalism – typical for most tea brand communications and images.
The idea of sacrum/profanum as a brand positioning of premium teas in the spirit of urban drinking.
Leaf Liturgy is a new brand of premium teas. The client's goal was to elevate the quality of at-home teas while maintaining the casual, non-committal nature of the beverage; to enjoy a premium class in a hipster cup without the guilt of skipping the tea-making ritual. The founders asked us to develop a new name, define the brand personality and design the visual identity.
To combine the conservative image of tea with the hipster lifestyle of urban living, we based the name, communication and brand image on the idea of sacrum-profanum. In effect, we created a new religion, and to spread it, we designed prayers for each of the tea deities.
We have created a range of prayers dedicated to particular types of tea.
Each prayer is based on real characters, curiosities, tea composition, and effects. Each of the teas has an original name associated with the variety. The language is based on a mix of mythological elements and religions of all kinds to achieve maximum authenticity and bring the consumer into the unique world of the brand.
The brand's vibe is reinforced by collages - artistic interpretations of a particular prayer.
The collages show a sacred or mythical figure representing a particular variety of tea. Aesthetics, humour, bluntness and unceremoniousness are the essence of the sacrum-profanum feel of the Leaf Liturgy brand. The whole is closed by an illustration that serves as a signet - folded hands based on a graphic by Albrecht Dürer - a radiating tea divinity.
Packaging Design:
Grzegorz Sołowiński
Jarosław Dziubek
Illustrations:
Jarosław Dziubek
Logo Design:
Adrian Spóz
Photography:
Dominik Lewiński
Copywriting:
Mariusz Ruciński
Project Management:
Agata Sędzikowska
Gold KTR 2023 - Packaging
Silver KTR 2023 - Branding
