Packaging design for the tea brand IDEALIST

A new tea brand on the Tanzanian market. IDEALIST is the story that inspires the product, the culture of its birthplace, the story of creativity combined with taste. It was created mostly for tourists who travel to Tanzania and want to take with them as a gift not just a quality product, but an interesting cultural memory of the place they visited.

The task was to impress the tourist, to leave for him an interesting memory of Tanzania and its culture.

While developing the logo and label of the future brand, we were inspired by the culture of the Tanzanian people, by the painting of the artist Eduardo Tingating, which very successfully conveys the spirit and style of Tanzania, its individuality and authenticity. His style of painting has become so much part of the culture of the country that the further scale of its use by Tanzanians and the special technique of execution was depicted not only on pictures and cardboard, it was used to decorate houses.

Today, tinga-tinga painting remains one of the sources that conveys the culture and characteristics of the nation. In this technique we can see images of animals, birds and people. Our design concept included the image of birds, the character and style of painting in a new way. Thus, we emphasized the uniqueness of the Tanzanian people and introduced tourists to their cultural heritage.

Head of Art – Tanya Kasyanenko
Creative director, designer – Iryna Krasota