In a fast-paced world where everyone is constantly chasing the next notification, deadline, or dopamine hit, Raazi Tea offers a chance to Slow the Now, which is the core concept behind the brand identity. More than just a tagline, it embodies the ethos of a thoughtful, modern tea company founded by Arjun Narayen and visually brought to life by design studio Wedge based in Montreal.
Wedge approached the project not just as a branding exercise but as an opportunity to create a new kind of ritual. The goal was to develop a brand that felt genuinely authentic and built on the traditions of tea while also appealing to a contemporary American audience.
Drawing inspiration from Arjun’s Indian heritage, Raazi strikes a balance between honoring the past and catering to modern tastes. The brand focuses on materiality, memory, and meaningful details rather than loud and flashy aesthetics.
Traditional Indian fabric block printing served as a starting point for the design, influencing not only the visual aspects but also symbolizing a connection to history and craftsmanship. The color palette and design elements evoke a sense of timelessness and intentionality.
Every design decision reflects the idea of slowing down and savoring the moment. The packaging is sustainable, tactile, and ceremonial, with each package containing a unique red fabric detail that invites a deliberate and mindful experience.
The creative process embraced constraints, focusing on using a single red hue for a cohesive and rich brand experience. The deep, earthy red color stands out in a market filled with pastel and ornate packaging, providing a grounded and unique aesthetic.
While rooted in tradition, Raazi’s design is also contemporary, avoiding clichés and stereotypes in favor of a more nuanced and functional approach. Drawing inspiration from fashion brands like Bode, the visual language is expressive, crafted, and evokes a sense of care and mindfulness.
Collaborating closely with founders like Arjun, Wedge translated his vision of creating a slower, more intentional brand into every aspect of Raazi. From the mantra of „Slow the Now“ to the tactile experience of opening the packaging, every detail reflects a commitment to quality and authenticity.