Qoori started with an origin and family Iraqi tea recipe. The founder brewed it for friends and family for years, and the feedback kept getting louder: "Why aren't you selling this?"

So he decided to bring it to life in Canada, with his Arab heritage at the heart of it.

We looked at the tea aislestogether, and everything looked the same. Calm, soft, safe. Beautiful, but forgettable.

Qoori needed to do three things at once:

Feel bold in a category that plays it quiet

Carry its heritage without relying on Arabic to be understood

Be photo-worthy, the kind of pack people want to share

We started with the story. A recipe passed down through a family is something no other tea brand can copy, so that became the heart of everything. The brand needed to feel like it came from somewhere real, while speaking clearly to a Canadian audience.

The identity and packaging were built to stand out on the shelf and on a feed. Heritage shows up through [pattern / color / type details], while every piece of text stays easy to read for anyone picking it up for the first time. [Identity details: logo, colors, type]

A tea brand that looks nothing like its neighbors, and feels unmistakably Qoori. The founder gave full creative freedom from day one, and it remains one of my all-time favorite projects.