Rui Duan

Visual Design / Brand concept

Numi Tea rebrand

A concept identity built around minimal forms, muted color, and tea-inspired imagery.

This concept reimagines Numi Organic Tea through a quieter visual language influenced by minimalism and wabi-sabi. I explored three logo directions and developed the selected tea illustration and wordmark through color variants, tea-tag concepts, and a repeatable graphic system.

Role
Graphic Designer
Project type
Brand concept
Timeline
2020
Status
ConceptBrand concept; no commission, adoption, or commercial result is claimed.
Collaboration
Independently developed the creative brief, logo exploration, illustration, packaging, and brand applications.
Team
Independent concept work
Numi Tea illustrated wordmark over the selected muted color system
The selected direction combines an abstract tea illustration, custom wordmark, and muted palette.

Overview

This concept reimagines Numi Organic Tea through a quieter visual language influenced by minimalism and wabi-sabi. I explored three logo directions and developed the selected tea illustration and wordmark through color variants, tea-tag concepts, and a repeatable graphic system.

Visual system

Minimal forms, muted color, and tea-inspired imagery carry the identity from the logo into color studies, tag concepts, and repeatable graphic applications.

Project status

Brand concept

This self-directed concept was not commissioned by or affiliated with Numi Organic Tea.

Three Numi Tea logo concept directions
Three directions explore tea illustration, steam lines, and typographic forms.
Numi Tea logo applied to three concept tea tags
Light and dark tag variations test the mark at a compact packaging scale.