Raazi Tea's packaging invites you to Slow The Now
A striking colour palette and a design language inspired by Indian block printing, Raazi Tea—designed by Wedge—invites to embrace a slower, more intentional ritual
A striking colour palette and a design language inspired by Indian block printing, Raazi Tea - designed by Wedge - invites to embrace a slower, more intentional ritual
In a world running on all-systems-go, of iterations and notifications, where the next moment is more exciting than this one, Raazi Tea invites you to Slow The Now. A ritual to pause, like many humans have, for thousands of years. In Raazi’s world, tea is a vehicle for necessary time and space. To know that life isn’t just about the doing, but about the being.
“Slow The Now” is brought to life throughout an intentional brand system with design solutions that imbue a sense of time and details authentic to the founder’s Indian roots. From rich patterns and colours inspired by Indian textiles, to hand-drawn craftsmanship details like illustrations and borders.
Design research and cultural foraging uncovered a strong use of red through thread, ribbon, stamps and seals on quality products. This authentic heritage signal became a meaningful decision in selecting the Raazi brand red.
In a category where tea packaging is often pastel or overly decorative, Raazi's deep, earthy red feels grounded, rich, and undeniably different.
Textures and materiality are considered in the packaging as part of the ritual. From cracking open the sustainable carton tube adorned with a bespoke red fabric detail, to the brand photography with soothing deep hues and a subtle grain shot on 35mm film.
The overall emotional takeaway is so much more than tea. It is a well considered, intentional, and comforting brand world that calls you to Slow The Now, wherever you are.
For more information on the design, visit Wedge's website or follow them on Instagram.