Project Description


Brand Development and packaging for a whole leaf tea.
Challenge: Create a standout brand from scratch in the overcrowded tea category.

Strategy: Focus on education and health benefits while presenting a twenty-first century lifestyle.

Results: At launch Teaosophy was the talk of the industry and gained national penetration in mass retail. Teaosophy was also awarded Gourmet Retailer Product Packaging of The Year.

Scope of work
  • Brand Strategy
  • Naming & Nomenclature
  • Design Strategy
  • Identity
  • Packaging
  • Style Guide


Teaosophy_01 Teaosophy_02 Teaosophy_03

“My vision as an entrepreneurial retailer was to brand my product line and convey its unique story directly to the customer. In our consultations with David Lemley, it became clear to me that they could brand and position our line effectively. . .they knew how to achieve the balance between modern technology and ancient heritage. . .the need for sales revenue and brand building balanced by the need to design meaningful customer experiences in cultural context.”
— A. Paulose, VP Marketing, Teaosophy