Client
Zoitea

City/Country
Riyadh/Saudi Arabia

Creative Director
Eko Widarto

Sector
Beverage, Retail

Discipline
Brand Naming, Brand Identity, Packaging Design

Featured
The Dieline
World Brand Design
Packaging Of The World
Behance

Saudi Arabia is currently a growing market for the food and beverage category. Seeing this, the client wants to compete for the RTD market category, especially iced tea. Targeting the millennial market, the client offers a healthier and fresher low-calorie (10 kcal) iced tea product for daily consumption.

The challenge is that the Saudi Arabian market is currently dominated by global brands that are well known to the people. Therefore, both brand identity and packaging design must appear clearer and simpler so that people can easily recognize and associate them, especially the target audience.

Starting from a brand identity, we designed the name ZOI-TEA which in Greek means life. This name is short, clear, easy to remember and represents tea as a companion in everyday life. We chose a sans serif typeface as a ZOITEA logotype, which makes the brand identity more dynamic, simple, clear and timeless.

For the packaging labels, we designed a combination of monochrome color schemes that represent each type of iced tea flavor so that it looks premium and elegant, without having to be filled with labels with fruit illustrations that make the packaging look complicated. We want audiences to feel a graceful freshness the first time they encounter it on the shelves.