ESTD 2014
MUMBAI BASED
INTENT
Rebranding Legacy
for a modern world.
An evolution of old
heritage.
CLIENT
LUXMI ESTATE
YEAR
2022
POSITIONING STATEMENT
Making a 'made in India' tea brand relevant to a global market though notes of legacy and Luxmi.
SERVICES
IDENTITY | BRANDING | STRATEGY | PACKAGING DESIGN | VISUAL & VERBAL LANGUAGE | COMMUNICATION PEGS | BRAND TYPOGRAPHY | BRAND MANUAL
It’s no coincidence that Luxmi stands for the goddess of abundance, also the namesake of the brand. The logo enshrines the hand in the blessing mudra, a signifier of the lush estates. And a tribute of the majority workforce at the estates - the women. Whose hands pluck the perfect leaf, sort the leaves adeptly and gently roll these leaves that unfurl in cups across the world.
OUR APPROACH
Our brand harmoniously exists within the ecosystem, embracing a minimalistic illustration style that tenderly highlights the hands of Laxmi (our women workers) as they lovingly pick and nurture the tea leaves. We also capture the scenic terrains of our tea plantations and the diverse flora thriving alongside, celebrating the gentle coexistence of nature and human care.
The hands of Luxmi nurturing the tea leaves
+
The terrains where tea is grown & harvested
+
Animals part of the estate ecosystem
OLD PACKAGING
ARCHITECTURE OF THE BRAND
We've infused joy and creativity into naming our teas at Luxmi, dividing them into two delightful categories: Region-based and Functional teas. Our Region-based teas invite you on a journey through the states, enriched with details of their origin, taste, and flavor profiles. Meanwhile, our Functional teas are curated based on the joy of flavors, offering a playful exploration of their unique benefits. Each name is a ode to the joy and warmth we share through our teas.
NOMENCLATURE FOR REGION BASED TEAS
NOMENCLATURE FOR FUNCTIONAL TEAS
THE PACKAGING
The packaging style leads with illustrations accompanied by nomenclature labels on top, wherein the illustration style mimics the terrains of the different estates and populates it with the unique flora and fauna that inhabit them. The silverback gorilla from the Gisovu Estates in Western Rwanda to the Toucan from the Makaibari Estate in Darjeeling and the great one horned rhino from Addabarie estate in Assam.
