Tealightful
Tealightful Inc.
2024
Tealightful is a natural tea brand targeting a younger audience — blending wellness with playful energy. In 2024, I returned to a brand I originally created in 2017 to redesign the packaging and refresh the entire identity.
Role
Visual Designer , Visual Strategist
Tools
Adobe Illustrator, Adobe Photoshop,
Deliverables
Branding Identity, Packaging Design
Challenge
My 2017 version was muted and visually dated — a honest reflection of where I was as a designer at the time. The challenge was reimagining the brand with fresh eyes while preserving its core essence of calm and wellness. The goal: make Tealightful feel modern, shelf-competitive, and genuinely appealing to a younger demographic — without losing what made it feel like Tealightful.
tealightful(2017)
tealightful(2024)
tealightful(2017)
tealightful(2024)
Development
I started with the original design as a reference point — keeping what worked emotionally (calm, natural) and pushing what didn't (energy, personality). I explored bold hand-lettered typography, organic patterns, and various logo marks before landing on a direction that felt refreshing without losing the brand's warmth. Each exploration directly informed the next, narrowing toward a cohesive visual identity.
The Work
The final identity carried through packaging, shipping boxes, labels, and stickers — maintaining consistency whether the product was on a shelf or arriving at someone's door. The packaging was designed to stand out at retail while feeling like a natural extension of the brand off the shelf.
Feedback
Feedback praised how cohesive and inviting the final design felt. The project deepened my understanding of balancing aesthetics with function in packaging — and became one of the most rewarding branding projects I've completed to date.
