Goal
Design the visual identity of the ‘La Buona Tisaneria’ line, conveying care in the selection of raw materials and the value of herbal tradition, while at the same time maintaining a contemporary language that is recognizable in both the Italian and international markets.
Concept
The project was born from the idea of evoking the old herbal shops, when choosing medicinal plants was a careful and conscious act. The logo was developed as a modern reinterpretation of that imagery: a balance between tradition and the present. Green was chosen as the main color to convey naturalness, balance, and calm, paired with different shades for each product, making them easier to identify on the shelf.
Development
The visual identity has been applied across the entire packaging line. I created a graphic based on naturalistic patterns with stylized plant elements, reinforcing the connection to nature. A central frame highlights the tea in a glass cup, the main ingredients, and the dispensing system. The palette keeps green as the dominant color, while a colored lower band, which varies by reference, differentiates the variants and clearly showcases their names.
Risult
A coherent, elegant, and recognizable visual system, capable of communicating authenticity, quality, and attention to raw materials. The line stands out on the shelf thanks to a clear visual hierarchy and a strategic use of color, reinforcing the brand’s position in the natural beverage segment.