The Story of Strength and Heritage
Kuma Tea
Kuma Tea takes inspiration from Assam’s legendary guardian spirit, Kuma, a symbol of strength, wisdom, and harmony with nature. The brand embodies the deep heritage of Assam tea, reimagined through a modern and culturally rooted visual identity. The goal was to create a bridge between folklore and global appeal, a brand that feels proudly Assamese yet refined enough to belong on an international shelf.
Client
Kuma Tea, Assam
Date
November 2025
Industry
Tea and Beverage
Scope of work
Branding
Logo Design
Visual Storytelling
Kuma Tea wanted an identity that would reflect the authenticity of Assam tea while standing apart from the repetitive, colonial-style packaging that dominates the market. Most regional tea brands looked similar and failed to express Assam’s richness and story. The challenge was to create a brand that could visually express Assam’s strength and heritage in a contemporary way. The aim was to design something emotionally rooted yet globally relevant, traditional yet modern.
My Approach
Kuma Tea’s branding pays tribute to Assam through symbolism and simplicity. The logo, featuring a tea leaf and a rising sun, represents vitality and strength. The main illustration captures the life of the land, highlighting the people, culture, and landscape that define Assam. The color palette was inspired by Assam’s natural and cultural tones, using earthy greens, soft yellows, and subtle red accents drawn from local textiles and tea gardens. The idea was to bring storytelling depth into a minimal, export-ready design. The typography was kept clean and modern to balance the detailed visuals, resulting in a refined and grounded identity that feels both authentic and premium.
The Outcome
Kuma Tea celebrates Assam’s heritage and enduring spirit. Every pack tells a story of resilience, craftsmanship, and pride in the land’s roots. The design reflects the balance between culture and modernity, bringing Assam’s story to life on the global stage.
