Every year Newby Teas pays its respects to its roots in tea by celebrating key moments in Asian culture, the most prominent being the Chinese New Year.

The brief: How to illustrate a cultural tradition to appeal to a modern audience, whilst paying homage to an age-old ceremony.

The design had to be obvious in terms of the subject matter, but it was crucial the colours represent the year of the rooster and its significance were prevalent.

For styling it was agreed to steer away from the typical Asian style of ceremonial tea caddies, with an emphasis towards the European market. As a result, the original rooster illustration was created and then mathematically repeated to build a unique pattern, which ultimately became the packaging design for the year of the rooster.

– Photography by Stuart Ovenden