NOON tea
concept
brand identity
packaging design
NOON tea
concept
brand identity
packaging design
The identity grew directly from the tablet format and the way the product is used. A drawer-style box keeps the tablets organized and turns opening the package into a small ritual, while matte-foil wrappers make each one feel more like a treat than a standard tea bag.
A geometric symbol anchors the identity, balanced by rounded typography. The high-contrast palette, matte surfaces, subtle gradients, and selective gloss give NOON a contemporary look without making it feel overly decorative.
PROCESS
NOON is a contemporary tea brand built around pressed tea tablets, presenting tea as a modern daily ritual. The project included the identity, logo, packaging, and supporting brand elements.
ABOUT
The packaging needed to explain a format that many customers would not immediately recognize. It also had to make this difference feel intentional and desirable, rather than confusing.
Since most tea brands rely on botanical imagery and muted colors, NOON required a stronger shelf presence. The goal was a youthful, energetic identity built around the idea of pausing and recharging during the day.
Challenge
polina.pavlinina@gmail.com
