OddiTea

OddiTea is a playful, character-led tea brand created for curious, creative and slightly unconventional people. Rather than focusing on traditional tea culture or generic wellness branding, OddiTea celebrates the oddities, habits and personalities that make people different.

Each tea is based around a fictional character — such as The Daydreamer, The Inventor, The Midnight Collector or The Night Owl — with its own personality, story and flavour.

What OddiTea wants from the designs

OddiTea wants a bold, recognisable and highly illustrative visual identity that makes the brand stand out from conventional tea packaging.

The designs should:

• Feel quirky, playful and slightly weird

• Use strong character-led illustration

• Make each tea feel like it has its own personality

• Work as a cohesive collection while allowing each flavour to be different

• Include interesting details that reward the customer for looking closer

• Feel modern and design-led, rather than traditional or overly premium

• Appeal to creative people aged roughly 25–40

• Be distinctive enough to recognise from the illustration alone

• Extend beyond packaging into posters, social media, merchandise and other brand applications

The overall goal is simple:

OddiTea wants to make tea less ordinary.

The customer shouldn't just think “That looks like a nice tea.”

They should think:

“That's weird. I love it. Which one am I?”

*Hypothetical Brief for Portfolio Purposes

The Daydreamer