WINNER: creative and innovative new product idea, 2020
Majak Moments
Rethinking the Origin
of a Cup of Tea
I developed an ecological herbal tea concept focused on traceability and ethical production. I created the brand identity and packaging, defined the sales and marketing strategy, and pitched the concept end-to-end to business professionals in Finland.
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The project won the pitching competition and was awarded as a creative and innovative new product idea in fall 2020.
Where the Idea Began
Drinking tea daily made me realize how little transparency there is around origin, ingredients and value chain. Majak was created as a more ethical, local alternative – with packaging that makes the product immediately understandable.
Context
Tea is the most consumed drink in the world.
Yet most of it reaches Europe from Asia or Africa, with prices set through auctions where farmers often receive only a fraction of the value of their work. Branding and packaging make up a large share of the final price – a space dominated by major global tea brands.
Many tea pickers
earn as little as
2.79 euros per day.
Majak proposes a different path.
Idea
Majak is a concept for a socially responsible herbal tea brand built on transparency, clean design and local clarity.
I created the entire brand direction – from the strategic positioning to the packaging – with the aim of imagining a more ethical and modern alternative to the global tea landscape.​​
Instead of following traditional long-distance supply chains, Majak explores a model where the product’s origin is fully traceable, the production context is scientifically informed, and the customer immediately understands what they are buying and why it matters.
100% traceable
and ethically
responsible
supply chain
100%
Traceable Distribution
Majak is sourced directly from trusted partners in Slovakia. Every step of the supply chain is fully traceable – from the fields to the final package – offering consumers complete transparency about where their tea comes from.
Informative
& Honest Packaging
The packaging is designed to speak clearly: simple, direct and instantly understandable. Instead of decorative storytelling, the focus is on giving the consumer real information — what the product is for, what it contains and why it exists.
For example, "Köh" means "Cough" and "Masu" means "Stomach" in English. The intended use of the product comes immediately out from the packaging.
Business Plan (80 pages)
A structured roadmap behind the Majak concept​
This 80-page business plan outlines the foundations of the Majak project, covering:
• company structure
• concept validation
• market environment
• strategic goals
• marketing approach
• product development
• production and logistics
• organisation structure
• financial planning and
• risk assessment.
It presents a complete, professional framework designed to support the brand’s long-term direction.
Brand Book
A compact brand book defines Majak’s visual system – from colors and typography to tone of voice and packaging logic – ensuring consistency across every touchpoint.
Responsive Website
– Telling the Story with Clarity
I designed a responsive website that presents the Majak concept with clarity and ease. The layout adapts seamlessly across devices and guides the user through the core idea: a modern, responsible herbal tea with a fully traceable origin.
The site highlights the product’s purpose, naming logic and packaging design, using a clean visual system that supports the brand’s transparent and Nordic feel.
Summary
A brand and product concept for an ecological herbal tea, built around sustainability, traceability and mindful consumption. The project combines product design, responsible sourcing, innovative packaging and a clear marketing and sales strategy. The concept was awarded as a creative and innovative new product idea and won a pitching competition in fall 2020.
Client: Concept project
Role: Art Direction | Brand & Product Concept
Type: Brand Development | Packaging | Product Strategy
Year: 2020
DesignTools: Brand strategy development + packaging design + concept development