Sacred Waters

Client
Sacred Waters
Role
Creative Direction, Naming, Brand Identity, Packaging
Year
2024

Sacred Waters is a tea brand built around the idea of tea as a daily oasis, a moment of escape and transformation. The project included naming, brand identity, packaging for six products, and applications across advertising and digital touchpoints.

Creative Direction

The creative direction began with the experience of drinking tea: a small moment of calm where everything feels right. This led to the idea of tea as something precious, even sacred, and ultimately to the name Sacred Waters.

The idea of a daily oasis grew from there, set in the desert, where water is truly precious.

Logo: The Fennec Fox

Rather than relying on familiar tea symbols, I chose the fennec fox as the brand emblem: a desert animal adapted to life where water is scarce.

Sacred Waters fennec fox logo as a decal on a glass window with plants behind it Billboard in a desert landscape with the Sacred Waters logo repeated across seven brand colors

Visual Language

The visual system is rooted in the desert, with botanical elements that tie it back to tea.

Visual language: desert plants turned into graphic shapes, alongside botanical leaf and flower elements Brand moodboard grid with tea glasses, a vase, iced tea, a cup held up to the sky, and taglines such as An oasis of everyday life

Typography & Color

Fragment gives the identity its character, while Object Sans keeps functional information clear. The palette draws from the colors of the desert landscape.

Color palette with Herbal green, Sand, Cactus, White, Sunrise blue, Flower pink, and Sunny orange, next to the Fragment Glare and Object Sans typefaces

Packaging

Each of the six varieties has its own color, tied to its flavor or ingredient. The challenge was making these colors work well together while staying true to the creative direction. Cardboard boxes with individual sachets make the tea easy to carry and enjoy anywhere.

Black tea, Green tea, and Earl Grey boxes side by side Chamomile, Lavender, and Mint herbal infusion boxes side by side Earl Grey box standing on a rock in warm evening light
Side of an Earl Grey box with a blue pattern and ingredients, against a large stylized flowerGreen tea box seen from above, with a pink side panel showing the fennec fox emblem

Extending the System

Beyond packaging, the visual system extends across outdoor advertising and digital applications.

Storefront posters reading Drink hot or cold and Share your favorite moments, with a photo of people holding tea cups Phone on a rock showing the Sacred Waters Instagram profile