Reuniting a product with its cultural story
Persian Tea Packaging Design
Practice
Self-initiated (2025)
Credits
Faeze Afsharnia, Mohamadreza Ramezani
Special thanks to Ahmad Ghafari (3D Designer)
My involvement included contributions to brands audit and audience research, concept development, visual identity and packaging design.
Most Persian tea brands focus mainly on product quality to position themselves in the market and overlook the cultural role of tea as an inseparable part of people’s gatherings. Also, most of the brand identities look old-fashioned and fail to connect with younger audiences.
We asked some young customers about their experience of drinking a tea, and one of the most heard phrases was, “I usually drink tea with others.”
Based on this, we designed the brand “گپ” (pronounced as gap and means friendly chat in Persian) with the aim of shifting the story from product itself to the stories shared over a cup of tea.
The brand symbol is inspired by the top view of a cup of tea and its visual similarity to a dialogue icon.
For the packaging design, three cups replace the dots in the word mark and are rotated towards each other to reinforce the idea of gathering and conversation.
