Seoul Tea Co.

While countries like Japan and Great Britain have a great cultural background of tea drinking, the Korean tea industry doesn’t have such a rich history. I set out to create an identity for tea in Korea that would make locals prefer it to coffee. Seoul Tea is a brand that places emphasis on the seasonality of tea. The identity needed to be transitional across all seasons and also speak to the quality of ingredients used in each product. I created a versatile mark and packaging that would be vivid and alive where most of the competition was restrained. The characters in the logotype and the patterns are pulled directly from the Korean Hangul alphabet.