A warm, literary brand identity for a small-batch tea company rooted in ritual.
An identity that feels less like a product and more like a quiet ritual.
Marigold needed to stand apart from loud, wellness-coded tea brands. The brief: warm, literary, unhurried.
I built the wordmark, a paper-warm palette, an editorial type system, and a packaging family that scales across a growing line.
Typography first. The voice came before the logo.
We started by writing — naming the blends, drafting the tin copy — so the visual system had a voice to serve. The serif wordmark and the warm, low-contrast palette followed from that tone.
A system the founder can extend without me in the room.
The identity shipped across packaging, web, and market stalls. Most importantly, the founder can add a new blend and know exactly how it should look and read.