Raazi Tea aims to ‘Slow the Now’ with identity by Wedge

Raazi Tea is introducing a way to Slow the Now in a fast-paced world, which is the core concept of the brand. Founded by Arjun Narayen and brought to life by design studio Wedge, Raazi is not just a simple brand but a thoughtful tea company with a contemporary approach.

Wedge aimed to create a brand that feels genuine and authentic, drawing inspiration from both Indian heritage and modern American tastes. The brand focuses on materiality, memory, and meaningful details rather than loud marketing tactics.

The traditional Indian fabric block printing technique served as a key inspiration for Wedge in developing Raazi’s visual identity. This craft symbolizes a sense of time and craftsmanship, reflecting the brand’s ethos of slowing down and savoring moments.

Every design decision for Raazi, including the packaging, emphasizes sustainability, tactility, and ceremony. The red fabric detail on each tube adds a touch of ritual to the tea-opening experience, promoting a slower, more intentional approach to consumption.

The design team embraced constraints during the creative process, opting for simplicity and depth by limiting themselves to a single red hue. This decision sets Raazi apart from conventional tea packaging, giving it a grounded and distinctive aesthetic appeal.

Raazi’s design philosophy blends tradition with modernity, sidestepping common tea branding stereotypes to offer a nuanced and beautiful product suitable for contemporary lifestyles. The brand draws inspiration from fashion brands that value craftsmanship and time, aiming to create a product that is both visually appealing and functional.

By collaborating closely with Arjun and tapping into his vision of creating a slower, more grounded product, Wedge ensured that Raazi reflects the founder’s values and intentions. The result is a design that not only looks good but also aligns with the brand’s ethos of slowing down and finding moments for contemplation in everyday life.