Firepot Tea

CASE STUDY

SCOPE OF WORK:
Creative Direction | Brand Design | Package Design | Website Design & Maintenance | Campaign Marketing Strategy

PROJECT BRIEF:
After a change in ownership, Firepot Tea needed a refreshed brand experience that maintained its vision & mission, but also allowed growth, brand clarity, and accessibility.

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ABOUT THE BRAND:

“Guided by ritual, sustained by connection. We believe tea isn’t just a drink — it’s a pause, a memory, a breath between moments. Together, we can turn a simple sip into something meaningful.” Woman-owned & led, Firepot Tea has prioritized women’s health, wellness, and education since its founding in 2002. With proceeds benefitting women in Rwanda through 1% for the Planet, and black tea sourced from that same area of Rwanda, Firepot Tea values relationships with tea drinkers and tea growers around the world. Their product line includes: Masala Chai Concentrate, Matcha, Sachets, and Loose Leaf Tea.

THE CHALLENGE

After a change in ownership, Firepot Tea needed a refreshed brand experience that maintained its vision & mission, but also allowed growth, brand clarity, and accessibility.

New ownership wanted Firepot Tea to be accessible to a larger audience, which meant refining all aspects of the brand with intention and respect. Firepot is a small team, so the strategy and scope needed to be achievable but growth-minded.

OBJECTIVES

Increase brand visibility on shelves

Differentiate from other tea companies who promote wellness

Create avenues for growth without losing authenticity

Make quality tea accessible to busy people who want to feel like they’ve had a mindful moment

My Role & Team

As both Creative Director and Art Director, my mission was to give the brand a mature confidence balanced by the quiet ritual of drinking tea.
Through earthy jewel tones and soft surroundings, the packaging, website, photography, and social media presence, I wanted Firepot Tea to find its voice amongst the noise.

Social Media Management: Rachel Mackin

Photography: Aaron Johnson, Jonah Walker, Rachel Mackin

Customer Experience: Abby Spates, Haley Hofer

BRAND IDENTITY & evolution

From 2002 until 2023, Firepot Tea (formerly known as Firepot Nomadic Teas) produced small-batch tea, including microbrewing & bottling Masala Chai Concentrate. Ownership anticipated growth challenges with production and acknowledged a need for a brand shift.

Images by Aaron Johnson