Thea
Year: 2025
Category: Brand Identity, Art Direction, Packaging, Photography
Thea are purveyors of specialty powdered tea, based in New Zealand. Founders Enna Ye and May Chen were well ahead of their time in spearheading the matcha wave, selling matcha and hōjicha direct to consumers since 2015, and gradually growing a business-to-business customer base as matcha lattes took off as the preferred beverage. Facing a maturing market and a growing number of competitors, Thea needed a brand that reflected their status as the matcha of choice for a culturally fluent and discerning consumer.
A custom logotype, typesetting conventions and labelling systems were devised to accommodate the range of product lines. Colour codes were employed to differentiate between the different matcha and hōjicha varietals, which allowed for transferability across different types of packaging. Distinctly warm and tactile art direction set the visual tone for Thea.
Photography: Jay Yang, Flora Xie