Project Detail
Entering a new product category demands more than a new label. It demands a rethink of how a brand communicates — while protecting everything it has already built.
For Gryphon Tea Company’s inaugural sparkling tea range, my team and I developed an entirely new design direction that addressed both the novelty of the product and the integrity of the brand. A simplified logo was created to suit the new format. A fresh colour palette — cream, gold, and rose — was introduced to distinguish three flavours while maintaining visual harmony across the range. Botanical illustrations were reimagined for the sparkling tea sub-brand, drawing on the aesthetic language of the existing Artisan Selection range without replicating it.
Complementing the packaging, a full-page magazine advertisement was designed for the product launch — bold, celebratory, and unmistakably Gryphon.
The three variants — Pearl of the Orient with Lychee, Osmanthus Sencha with Passionfruit, and Earl Grey Lavender with Strawberry — each hold their own while telling a unified story on shelf.
Sometimes, the most important design decisions are the ones that know what to keep.
