Queen Mary Tea began as an upscale boutique cafe where patrons could enjoy full leaf teas from around the world while being immersed in a Victorian-style ambiance. Now, they were looking to expand their customer base by selling premium tea products to the public. As the name suggests, celebrating England’s rich tradition of midday tea is what first inspired the creation of this gourmet brand, and carrying this original vision through to their packaging would be essential to achieving consistent brand representation. New flavor-based iconography and a distinct color palette were used to distinguish the various tea groups and helped clarify customer choice. A revised logo designed specifically for use with embossing and foil-stamping would allow for that extra special touch on thank you cards, invitations, and business cards.