Magical Design

Hecate is a tea brand targeting a female audience, primarily in their 20’s-30’s and who have an interest in Greek mythology. The brand is a higher end option for tea and each package includes tea as well as a diffuser. The package should stand out in store shelves against the competition, which is primarily tins with no paperboard box around them. The graphics should reflect the theme of mythology.

Jewel Tones and Gold Acccents

The process of creating the box required the structure to encompass the tea tin, as well as stand out against the other plain boxes. The solution to this was a pyramid folding structure at the top which opens up to reveal the tea tin inside. The flavors all have corresponding fruits that are relevant to greek mythology. In this line, we see a pomegranate, a golden apple, and a pear. The pomegranate is the fruit that is commonly associated with the Underworld. The golden apple was known to be a wedding gift for Zeus and Hera, and was also a major part of the legend of how the Trojan war began. The pear is a fruit that is commonly associated with Hera and its relationship to fertility. Each of the packages are designed to reflect the colors and environments we may see these in, from the underworld, to Mount Olympus, to the rolling fields of pear trees.

A New Take on Tea

The final result is unlike packaging the average customer typically sees in the store. The point at the top of the box lends itself to the obelisk. The metallic gold paper feels luxurious and reminds one of ancient Greece and the richness of the mythology of that time. The structure gives a mythological feeling and invites the customer to open it with the ribbon at the top to reveal the tea tin inside. The colors are bold and correspond with the flavors of the tea inside the tins.