Identity and packaging design for a CBD-based tea company

About the project

The Looking Glass Tea Company is a brand that produces CBD-based tea in Las Vegas, NV, taking inspiration for its name and the whole project in the mystical and fantastical world of the classic book Alice in Wonderland.

The owners contacted us to develop a brand identity and packaging guidelines, beginning with a product prototype.

To capture the essence of Alice in Wonderland, we used direct references to events, characters, and environments in the book throughout the brand's verbal language, from site navigation to product names.

For the visuals, we created a series of illustrations inspired by the original style of Sir John Tenniel, the book's original illustrator. These illustrations expanded the desired mystical atmosphere of the brand, conveying a sense of enchantment and wonder.

Our visual guidelines were then applied to the packaging of a test product, a collection of some of the tea flavors, which served as a prototype for the packaging of the final products. The packaging design was crafted with care and attention to detail, ensuring that the brand's identity and essence were conveyed in every aspect of the product.