Aarts Wins India's Best Design Award 2023 for TeaNMe
In the bustling landscape of the US tea market, standing out is no small feat. With countless brands vying for attention—each promising unique blends, health benefits, or artisanal origins—cutting through the noise requires more than just great flavor. It takes bold creative vision, strategic storytelling, and brand design that speaks to the heart. Aarts achieved exactly that with TeaNMe, a brand that not only found its unique voice but also earned Aarts the prestigious India's Best Design Award 2023 in the Branding and Packaging category.
This recognition is more than just an accolade—it's a testament to the power of emotionally driven design and the impact of thoughtful branding. The TeaNMe project redefined how design can shape identity, influence perception, and create meaningful connections with consumers.
Design Rooted in Emotion and Heritage
The journey began with TeaNMe’s ambition to build a brand that felt deeply personal. Aarts took on the challenge by digging beneath the surface, seeking a design solution that was both visually striking and emotionally resonant. After nearly a hundred logo sketches and countless iterations, the final identity struck a perfect balance between refinement and heart.
The logo features “Tea” in Aguero Sans, spaced with premium precision, paired with “NMe” in a custom cursive style inspired by the founder’s grandfather’s handwriting—a touching tribute to the generational bond formed over shared cups of tea. This unique combination isn’t just beautiful design; it’s storytelling through typography, a visual expression of warmth, legacy, and connection.
A Brand Built Around Mood and Meaning
At the core of TeaNMe’s identity lies a simple yet powerful brand narrative: “There is a tea for every mood of yours.” This idea shaped not just the messaging but the entire product experience. Each tea blend was envisioned not merely as a flavor, but as a companion to a feeling—a quiet moment of calm, a burst of energy, or a spark of inspiration.
The brand name itself—TeaNMe—echoes this relationship. “Tea” symbolizes the product, while “Me” represents the individual consumer. Together, the name becomes a declaration of intimacy and personal ritual. It’s a brand that doesn’t just sell tea—it joins you in your day.
Subtle Design, Strong Identity
While many herbal tea brands rely on bright colors and loud packaging to grab attention, Aarts chose a different route. A muted dark turquoise green became the primary brand color—a subtle nod to the herbal quality of the teas. This understated elegance allowed the product’s story and emotional weight to take center stage, reflecting confidence without the need for visual noise.
To deepen the sense of personal connection, Aarts introduced hand-drawn watercolor illustrations for each product. These aren’t just decorative elements—they’re vignettes, capturing the mood that each tea is designed to enhance. From cozy, rainy-day comfort to energized morning rituals, each illustration invites the consumer into a moment they can relate to.
Infusing Personality Through Archetypes and Wordplay
To give TeaNMe a voice, Aarts employed brand archetypes—choosing The Magician as the dominant personality, complemented by The Jester to add lightness and wit. This blend translated into a tone of voice that is both wonder-filled and playful.
Clever naming conventions like “ProductivTea” and “BeauTeaFull Day” bring smiles while reinforcing the brand’s unique personality. These small touches of wordplay aren’t superficial—they strengthen the bond between the product and the consumer, making the brand more relatable and memorable.
A Comprehensive, Award-Winning Execution
Aarts approached TeaNMe as a complete ecosystem—crafting everything from logo design and packaging to brand language and illustrations. Over four meticulous months, every detail was refined to ensure cohesion and clarity. The result? A seamless, emotionally resonant brand that earned industry recognition for its impact and originality.
Winning India’s Best Design Award 2023 for this work wasn’t just a proud moment for Aarts—it was validation of a belief that design can and should do more. It can connect, inspire, and transform how people perceive a product.
Design That Connects, Branding That Wins
TeaNMe’s success story is more than a case study—it’s a blueprint for modern branding. It shows that when design is rooted in emotion, guided by strategy, and executed with care, it doesn’t just look good—it works. Aarts’ award-winning work on TeaNMe proves that in a crowded market, storytelling is the real differentiator.
By combining emotional intelligence with creative excellence, Aarts didn’t just design packaging—they designed an experience. And that experience is now celebrated as one of the best in the world of branding.