::: CREATIVE DIRECTOR ::: EVENT PHOTOGRAPHER :::
After 7+ years of programming for 3 different lines of Pure Leaf, we were asked to bring them together under one banner. From distilling the brand communication language to developing the visual language, this experience marked the first time all three variations came together.
Our Real Leaf-Brewed Experience took consumers on a multi-sensorial tea journey, simulating the Seed to Sip Story. The modern environment was designed to educating through tea-forward engagements.
An onsite Tea Sommelier was present to invite consumers into a conversation and an edutainment session about our authentic tea story.
The design was spilt into 3 sections, the first dedicated to Tea House Collection, the center to the Tea Story and the third for DIY. Each space needed to embody the premium quality of the brand while clearly articulating the differences in flavors. This allowed consumers to experience all three options to see which they preferred.
To bring the story to life beyond text, we partnered with renowned paper artist Hari and Deepti. Here consumers could artfully visualize our story while activating other sensories.