Luminous Tea
Luminous Tea is a brand I built from the ground up. From identity and product to experience, e-commerce, and operations.
Most brands start with a brief. This one started with a question. What would it look like to build a tea brand that feels modern, exploratory, innovative and rooted in experience rather than tradition?
Luminous Tea became an opportunity to answer that. Not just through branding, but through product, space, and how people interact with tea in real life.
The Idea
Tea is often positioned as either traditional or functional. The goal was to create something different.
A brand that feels:
exploratory
sensory
modern
and built around discovery
Not just something you drink, but something you experience.
The Brand
From the beginning, the focus was on creating a cohesive system. Every touchpoint needed to feel connected. From the name and identity to packaging, menus, and digital.
This wasn’t about designing assets. It was about building a brand that could live consistently across different environments.
What I Built
Brand identity and positioning
Product development and tea curation
Packaging and naming system
Website and e-commerce experience
In-store tea house experience
Menu design and service flow
Social content and marketing
Events and community programming
The Experience
Luminous Tea was designed to be more than a product.
The tea house became a space for people to slow down, explore new flavors, and connect. From afternoon tea service to seasonal events and collaborations, the experience extended beyond the cup.
Every detail was intentional. From how tea is presented to how customers move through the space. Walls lined with retail shelves with over 120 different blends, with smell testers in front of each tea. People went on a journey with their senses to decide what tea they wanted to be served and take home.
High Chai - Indian Afternoon Tea
High Chai was designed as a unque experience, not just a menu.
A reimagining of afternoon tea inspired by Indian street food, where each tier brought together bold flavors, textures, and contrasts. From pani puri and paneer skewers to a chai tiramisu that blended tradition with something unexpected.
It became the most talked about offering at the tea house. Guests often said they had never had anything like it before, and that was the point.
Systems + Execution
Building the brand meant building the systems behind it.
Content systems for social and marketing
E-commerce flows and product structure
In-store operations and service design
Event programming and repeatable formats
Product bundling and merchandising
The goal was to create something that could scale without losing its identity.