Dalai. Pyramid Tea Bags
Dalai is a tea line by Karavan, originally designed by Fabula Branding.
Brief
The brand is built around the ideas of harmony, fulfilment, and a distinctive tea ritual. Following the launch of the core range, the client continued to expand the portfolio, giving the agency a new challenge: to adapt the existing design system for a line of pyramid tea bags.
Objectives
- preserve Dalai’s distinctive and recognisable brand character;
- highlight the new product format;
- create clear differentiation between flavours;
- develop contemporary, eye-catching packaging that would stand out on shelf.
Fabula Branding retained the key elements of the visual system: a clean composition, bold colour coding, and an expressive food zone.
Solution
The logo, featuring a decorative tea-leaf element, was placed on the lid, ensuring strong brand visibility in retail displays.
At the centre of the design are vibrant images of prepared drinks and ingredients presented on square platforms.
Resembling award podiums, these platforms turn each flavour into a unique exhibit within the Dalai collection.
Result
The new line maintains clear continuity with Dalai’s core design while establishing its own visual identity tailored to the pyramid tea bag format.
The colour system makes the flavours easy to distinguish, while the distinctive product-focused food zone helps the packaging stand out on shelf.
