Coffee Bean & Tea Leaf, Singapore (2017)

Tasked to redesign the packaging for the entry-level series of whole leaf teas for The Coffee Bean and Tea Leaf (CB&TL), Asylum reflected the core of the CB&TL brand and spirit of the Southern Californian sunshine, cheer and laid back lifestyle, in the revamped packaging.

The new Essentials Collection packaging features bold and bright colours with slightly quirky but very iconic illustrations and customised fonts. The tags for the tea bags are irregularly shaped with witty tea-isms to brighten up the daily tea-drinking experience. The new-look puts CB&TL’s tea at a new perspective where drinking tea can be a cool thing too.