RAAZI  TEA

In a world running on all-systems-go, of iterations and notifications, where the next moment is more exciting than this one, Raazi Tea invites you to Slow The Now. A ritual to pause, like many humans have, for thousands of years. In Raazi’s world, tea is a vehicle for necessary time and space. To know that life isn’t just about the doing, but about the being. For Raazi Tea we’ve strategically articulated this greater point of view.


“Slow The Now” is brought to life throughout an intentional brand system with design solutions that imbue a sense of time and details authentic to the founder’s Indian roots. From rich patterns and colors inspired by Indian textiles, to hand-drawn craftsmanship details like illustrations and borders. Design research and cultural foraging uncovered a strong use of red through thread, ribbon, stamps and seals on quality products. This authentic heritage signal, whether you know it or not, became a meaningful decision in selecting the Raazi brand red.

Textures and materiality are considered in the packaging as part of the ritual. From cracking open the sustainable carton tube adorned with a bespoke red fabric detail, to the brand photography with soothing deep hues and a subtle grain shot on 35mm film. The overall emotional takeaway is so much more than tea. It is a well considered, intentional, and comforting brand world that calls you to Slow The Now, wherever you are.

strategic brand Narrative,  VISUAL IDENTITY SYSTEM, packaging system, BRAND GUIDELINES, direction of photography;

photo production by suki smith with photographer maddy pease, stylist blu most, and TALENT maly mann