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Shajara Tea

Bringing the richness of Sri Lankan tea to a new market.

Brand/Packaging/Content2025
(Project intelligence)
Client
Shajara Tea
Industry
F&B / Premium Ceylon Tea
Role
Brand Designer & Creative Director
Year
2025
Services
Brand IdentityPackagingArt DirectionSocial MediaContent Creation

A Sri Lankan tea brand with an Arabic soul — designed for a new generation.

Shajara is Ceylon black tea made for the Middle East. The identity had to feel Arabic and elegant, while leaving no doubt about where the tea is grown.

The challenge

Rooted in heritage. Built for a new market.

Shajara needed to carry its Sri Lankan origin while feeling relevant, elegant and premium to a Middle Eastern audience.

The brief was never to make the brand simply look Arabic. It was to find one visual language where three things could sit together naturally.

Ceylon×Middle East×Modern luxury
The Shajara canister wrap: an arch opening onto a mountain, the sun and highland tea terraces
The Ceylon highlands, printed around every canister.
The transformation

From a single leaf to a whole world.

  1. 01Research
  2. 02Strategy
  3. 03Brand identity
  4. 04Packaging
  5. 05Content
  6. 06Social

A completebrand experience.

01 / Brand identity

An identity inspired by nature, culture and craftsmanship.

A calligraphic wordmark: Latin letters drawn with the rhythm of Arabic script, set in gold on Shajara green and warm cream.

The Shajara wordmark in gold on a green canister lid
ShajaraAuthentic Ceylon Black Tea
WordmarkOn cream
The name

شجرة

Shajara means “tree”.

A tree grows from a root, the way Shajara grows from Sri Lanka. The name holds the whole idea: something natural, something that lasts, something with a place it comes from.

  1. Tree
  2. Growth
  3. Nature
  4. Tea
  5. Heritage
Shajara
Look above the j. The dot is the island of Sri Lanka — the origin, written into the name.
Colour & typography

A system drawn from the leaf, the land and the cup.

(Colour)
  • Shajara Green#254F3ALids, tags, headlines
  • Leaf#517732The tea-leaf pattern
  • Gold#C5AF46Wordmark and bands
  • Cream#F4EFD1The ground
  • Clay#8C756AThe arch frame
(Typography)
Rooted in Sri Lanka, brewed for you! — hang tag headline
Headline — the hang tag
Authentic Ceylon Black Tea
Descriptor — spaced capitals
(Visual language)
The hand-drawn tea-leaf pattern from the canister wrap
A hand-drawn tea-leaf pattern
Line illustration of hands pouring tea from a teapot
Line illustration — the pour
Highland forest and tea terraces from the canister wrap
Highland forest and tea terraces
02 / Packaging design

Every detail, a reflection of quality.

Paper canisters wrapped in a hand-drawn leaf pattern, banded in gold and capped in deep green. The label opens like an arch onto the Ceylon highlands, with Shajara’s own tea story on the back.

Shajara canisters: the green lid with the gold wordmark, the leaf pattern and gold bands
A Shajara canister lid beside the arched front label
Shajara canisters with the tea journey printed on the label
The flat Shajara canister wrap artwork
The full canister wrap — ingredients, the arch, and “Our Tea Story”.
Packaging details

Made to be held.

The label: The arch, the sun and the highlands.
The labelThe arch, the sun and the highlands.
The rim: Authentic Ceylon Tea — since 2024.
The rimAuthentic Ceylon Tea — since 2024.
The wrap: Leaf pattern and gold bands.
The wrapLeaf pattern and gold bands.
The story: The tea journey, printed on the label.
The storyThe tea journey, printed on the label.
Shajara hang tag, front: Rooted in Sri Lanka, brewed for you!
Shajara hang tag, back: wordmark and nutrition facts
Hang tags — front and back.
A Shajara cotton pouch beside a floral teapot and cups
03 / Content creation

Visuals that tell a bigger story.

The photography places the product inside the ritual it belongs to: the teapot, the cup, the table, the pour. Every frame carries the same green, gold and cream.

Tea poured from a floral teapot beside a Shajara pouch
Shajara’s tea journey, printed on the canister label
The film

Quiet. Slow. Tactile.

A product film lit like a still life. The lid, the rim, the story on the label, then the canister standing in the light.

Social media

A cohesive presence across the feed.

Launch announcements, product posts and lighter moments for tea lovers — all speaking the same visual language.

@shajara.ceylon ↗
  • Launch post: The wait is over — launching our first taste of Shajara
  • Illustrated post: I work to buy tea, I buy tea so that I can work
  • Illustrated post: inner peace unlocked
  • Post: Get your tea today
  • Illustrated post: just know, you are loved
  • Post: From Sri Lanka to your door
  • Illustrated post: how I solve problems
  • Post: the Shajara label beside a cup of tea
The brand world

From identity to experience.

Not a logo with packaging attached. One world — from the lid to the label, the tag, the table and the feed.

Shajara canister lid and label
Shajara
Shajara hang tag
Tea-leaf pattern
Tea being poured beside a Shajara pouch
The highland landscape from the canister wrap
Delivered
01
Brand identity
01
Packaging system
Social
Content
Reels
& film
(Delivered)
  • Arabic-inspired logomark
  • Wordmark
  • Packaging system
  • Tea labels
  • Tea boxes
  • Inserts
  • Product photography art direction
  • Social media posts
  • Reels
  • Voiceover-based content
  • Ambient sound content

From the identity to the shelf, every touchpoint was designed to belong to the same world.

From a forgotten gem to a name that travels.

Shajara

Shajara Tea

Brand/Packaging/Content

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