Challenge
Instant tea is often associated with speed but rarely with desire. The challenge was to move beyond purely functional codes without making the product complicated or elitist.
Arab Star Pack · WinnerInstant ritual
Kyufi
Turning the convenience of instant tea into a premium, tactile and desirable brand experience.
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Branding · Packaging Design · Premium Instant Tea
Kyufi
A refined identity that brings the simplicity of instant tea closer to specialty tea culture without sacrificing ease of use.
Project name
Kyufi
Methods
DCD
DATEM
Deliverables
Visual identity
Packaging design
Art direction
Publications
Kyufi, instant becomes ritual.
An ivory structure, vibrant botanical illustrations and precise typographic hierarchy give the product a calm, premium presence. The carton and stick share the same visual language, extending the experience into the preparation gesture.
The project was published by Packaging of the World and World Brand Design Society.
Kyufi does not simply dress up a convenient product as premium: the design changes the perception of the gesture, from shelf to individual stick.
Solution
We built a highly breathable architecture: dominant ivory, a black brand panel, flavour colour and expressive botanicals. Matte and gloss finishes reinforce the sense of quality.
Impact
The range keeps immediate readability while gaining perceived value. Kyufi becomes recognisable, extensible and coherent enough to live across the carton, the stick and the art direction.
Craft & added value
Turn convenience into desire.
DCD isolates the cues that reassure and premiumise the category: structure, readability, materiality and consistency. DATEM translates them into calm, freshness and anticipated pleasure. The result reconciles convenience with brand experience.
