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Rui Duan

Numi Tea rebrand

Client / context
Brand Concept
Timeline
2020
Role
Graphic Designer
Status
Concept
Numi Tea illustrated wordmark over the selected muted color system

At a glance

A concept identity built around minimal forms, muted color, and tea-inspired imagery.

Collaboration
Independently developed the creative brief, logo exploration, illustration, packaging, and brand applications.
Status
Brand concept; no commission, adoption, or commercial result is claimed.
Services
  • Creative Brief
  • Logo Exploration
  • Illustration
  • Packaging
  • Brand Applications

Overview

This concept reimagines Numi Organic Tea through a quieter visual language influenced by minimalism and wabi-sabi. I explored three logo directions and developed the selected tea illustration and wordmark through color variants, tea-tag concepts, and a repeatable graphic system.

Visual system

Minimal forms, muted color, and tea-inspired imagery carry the identity from the logo into color studies, tag concepts, and repeatable graphic applications.

References and early sketches

Numi visual reference board
A reference board used to explore mood, shape, and color; the collected references are inspiration, not finished identity work.
Hand-drawn Numi logo explorations
Sketches explore lettering, steam, leaves, and tea-inspired forms.

Logo directions and color studies

Three Numi Tea logo concept directions
Three directions explore tea illustration, steam lines, and typographic forms.
Numi selected logo and color variations
The selected mark is tested across muted, warm, and dark color combinations.

Posters, tea tags, and brand applications

Numi illustrated tea poster
The tea illustration expands into a vertical poster composition.
Numi Tea logo applied to three concept tea tags
Light and dark tag variations test the mark at a compact packaging scale.
Numi repeating illustration and graphic applications
Repeated tea forms extend the illustration into a graphic pattern.
Numi concept packaging and stationery applications
The mark and palette are explored across a coordinated group of concept objects.

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