The New York office of global brand design consultancy Elmwood has reinvigorated the brand story for Rishi, a premium organic hand-blended tea brand with exotic origins. The line of loose teas had recently switched to paperboard packaging, but Elmwood, working with Rishi management and through consumer insights, determined that consumers devoted to loose tea coveted a tin for packaging. With the physical package in paperboard, the design had been muted and lost much of its brand personality. Elmwood’s creative team reverted Rishi back to its roots with tall lidded tins that display the brand logotype on a field of rich green accented with a botanical “wallpaper” illustration. Color-coding differentiates varieties. The tin is printed using blended translucent inks that reveal the metallic aspect of the substrate, and a spot pattern varnish highlights icons found in the botanical illustration.