While working at The Social Co, we pitched internally to NOVELTEA on a new product they had been developing behind the scenes. The brief was to create a fresh visual approach for a series of high-profile collaborations. Although my designs weren't selected in the final round, they were well received by the client. Ultimately, they felt the direction was a little too bold a departure from their existing brand identity and chose a colleague's design instead. Despite this, I thoroughly enjoyed working on the project. It allowed me to explore the essence of each collaboration and creatively highlight the unique flavours and ingredients at the heart of the product.