Client: PUREXA by Pureleaf Nutrition My role: Illustration, Art Direction, Packaging Design

PUREXA sells organic teas from small farms in northeast Thailand. Every tea is a single ingredient, hand-picked and shade-dried, and that’s it. They needed packaging for four teas: Soursop Leaves, Butterfly Pea Flower, Hibiscus Flower and Chrysanthemum.

The brand is built on honesty. You get one plant, and nothing else. So I wanted the plant itself to be the hero of each pouch. No stock florals, no generic leaf pattern. Just the real thing, drawn by hand.

I illustrated each botanical to fill the top of its pouch and run off the edges, so it feels like you’re looking into a garden rather than at a label. Hibiscus got big, warm red petals, and chrysanthemum got soft golden layered flowers. Butterfly pea got deep violet blooms. Soursop got its spiky fruit and glossy leaves. The client asked for gold accents, so I worked fine gold lines into the petals and leaves. It’s subtle up close, but it catches the light and gives the range a premium feel without losing the natural, handmade look.

Each illustration fades into a warm sand tone and then to white, which leaves a calm, clean space for the type. The product name picks up the main color of its plant, so even from a distance you know which tea you’re reaching for.

Everything else stays the same across the range: the PUREXA wordmark, the gold “Organic, sustainably sourced from Thailand” seal, the row of claims (100% Natural, Caffeine Free, Gluten Free, Freshness Sealed), and the black band at the top listing what’s not inside. That consistency is what makes four very different plants look like one family.

The pouches feel natural and premium at once, which was exactly the balance PUREXA was after. The range sells on their website and has a 4.8★ rating from more than 180 reviews, with features in Well+Good, Yoga Journal, Better Homes & Gardens and Travel + Leisure.