Brief
Scope
• Create a complete brand identity for Dreams Tea Company.
• Make tea feel culturally relevant to a generation living fast, digitally saturated lives.
• Create a cohesive identity and packaging system for a varied range of tea blends.
• Build a flexible brand world that can extend across packaging, digital content, cafés, teaware and merchandise.
• Brand Identity
• Packaging Design
• Art Direction
• Copywriting
• Web Design
• Advertising for Print
Problem
• Dreams doesn’t have a clear position that appeals to information-saturated Gen Z and has no meaningful role beyond simply selling tea.
• The brand wants to encourage screen-free breaks, but doesn’t want to sound preachy, anti-technology or like an obvious wellness brand.
• The identity doesn’t have enough visual impact to make stopping for tea feel contemporary, desirable and culturally relevant.
•The identity doesn’t have enough visual impact to make stopping for tea feel contemporary, desirable and culturally relevant.
• Dreams doesn’t have a clear reason for offering a collectible range of blends that can grow over time and doesn’t want to rely on wellness-style mood promises.
Solution
• Define Dreams around a clear role for Gen Z: giving people permission to stop and take a break that actually feels like a break.
• Make screen-free time feel inviting rather than instructional through a witty, playful brand voice and the ritual: Phone down. Kettle on.
• Create bold, collectible dreamscapes that give Dreams the visual impact to make the tea break feel contemporary and desirable.
• Build the range around recognisable moments in the day, using everyday names that give each blend a reason to exist without promising how it will make you feel.
Dreams is making the tea break relevant to a generation that has stopped taking breaks on their break.
Process
• Researched traditional tea branding and identified the visual conventions making the category feel less relevant to younger audiences.
• Defined the audience tension, positioning and central proposition before developing the wider identity.
• Created each dreamscape through Photoshop compositing, combining photography, ai tools, colour, texture and symbolic details linked to the blend and its moment.
• Applied the strategy across naming, packaging, copywriting, campaign concepts, web design and social media.
Breaks have become more screen time.
Outcome
• A complete tea brand built around the idea of making a proper break feel desirable again to a younger generation.
• A seven-blend product range connecting each tea to a recognisable moment, flavour, colour and dreamscape.
• A distinctive visual system that moves tea away from traditional heritage cues and appeals to students and young workers.
• A flexible brand world capable of extending across packaging, cafés, teaware, merchandise and digital content.
• A cohesive brand demonstrating how strategy, copywriting and visual design can work together to build a complete brand experience.
Dreams turns an old ritual into a useful interruption for modern life.
The problem is not a lack of awareness.
It is a lack of a desirable alternative break…
Not an old-fashioned habit.
Not a serious wellness practice.
A break that actually feels like a break.
Tea creates the waiting time.
Dreams turns it into permission to stop.
Dreams uses the feed to interrupt the feed
