Atmosphere Tea Co. | Holly Phipps

A brand built around how you feel

Atmosphere Tea Co. creates loose leaf tea blends designed to naturally support mood and mindset, combining thoughtful branding and packaging with a strong marketing strategy.

ROLES & RESPONSIBILITIES

Designer

Brand strategist

Animator

DELIVERABLES

Branding

Packaging

CHALLENGE

The challenge was to reimagine tea for a modern audience—appealing to both traditional tea drinkers and a younger generation interested in mood-focused wellness—while building a cohesive design system that could scale.

SOLUTION

An insight-driven approach shaped a modern, playful brand system. Informed by competitive and consumer research, the identity translates seamlessly across its packaging — using mood-led design to help the brand stand out in a crowded market.

Insight before identity

Competitive analysis, consumer research, and category trends guided the brand strategy, ensuring relevance, differentiation, and clarity from the start.

VIEW MARKET ANALYSIS

BRAND GUIDE

A flexible, mood-led brand system

Defining how Atmosphere’s identity flexes across distinct moods ensuring consistency across all touchpoints.

PACKAGING

Designing for mood, blend by blend

Each tea blend is formulated to influence a specific mood, and the packaging reflects that intention — using color, shape, and texture to visually express happiness, energy, or relaxation within a the brand system.