Faculty of Design

Industrial Design

Connor Dudgeon

Aura Tea Branding

The goal of the project was to rebrand a new line of tea products by Tetley tea. Aimed at a younger audience, female, 20-45, that is focused on connecting their lives to brands in their product ecosystem. This was a project to rebrand two flavours of tea and choose the name of the new brand (Aura) and create packaging and a store front style that would resonate with the brands target audience. We needed to design and print the labels and place on real tea canisters.

“Have an industrial design focus, graphic design is one where I can explore with how a user connects to a brand in a different way. Branding has a huge impact on user experience, and it was a great test to see if I could create patterns and colours based off the audience laid out in the brief. Without really any illustration skills used so heavily in graphic design, I placed my branding in the place I thought fit the active users, in a slightly more rigid but light form, and bright colouring. While my photography background allowed me to shoot product photos of the final designs on can. ”