Asante

"A Reason to Smile," a StoryCorps piece, sparked a powerful realization: joy often hides in plain sight, a sentiment echoed in Kakuzo Okakura's words, "The art of life is a constant readjustment to our surroundings." This resonated deeply, reminding me that even amidst challenges, a spark of joy can be found. For me, that spark is tea. More than just a beverage, tea is a ritual, a moment of pause, a bridge to cherished memories of shared moments with loved ones. It became clear that tea is a conduit for connection, a concept beautifully encapsulated by the philosophy of Ubuntu. Ubuntu, the belief in our shared humanity, became the heart of my project: Asantea. "Asante," meaning "thank you" in Swahili, felt like the perfect expression of gratitude for those moments of joy and connection. Asantea is more than just a tea box; it's a home for stories, stories that celebrate the heritage of Rooibos tea and the people who cultivate it, stories that whisper of how tea has woven itself into the fabric of South African unity.

The phrase "The Thread that Binds Us" became more than a tagline; it became the essence of the design. The logo, inspired by my own kettle, and the imagery, featuring African landscapes and Rooibos blossoms, are visual testaments to my roots and the tea's origins. But the true magic lies within. The tea box not only houses the tea bags, but each one is nestled beside a short story, a vignette of how tea has brought South Africans together. These aren't just tales of sipping a hot beverage; they delve into the heart of Ubuntu, showcasing how the shared ritual of tea has fostered connection, understanding, and resilience in communities across South Africa. The box itself, with its embroidered detailing, reinforces this idea of connection. The tactile nature of the embroidery, with its interwoven threads, mirrors the interconnectedness of community, the shared humanity that Ubuntu represents. Each stitch tells a story, just like the narratives tucked inside.

Asantea is designed for tea lovers and gift-givers. This box showcases the enduring power of human connection, a story told through every sip and every shared narrative. It's a reminder that joy, like the perfect cup of tea, is best savored when shared.

Story telling • Packaging Design • Illustration • Product Design

Adobe Illustrator • Adobe Photoshop