Giti Chaii
Online store & brand identity for Persian tea company
I Delivered:
UI Design
Product Copy
Market Research
Brand Identity
Introduction
The practice of drinking tea is of course sacred to many cultures around the world, and Giti Chaii is here to serve as a reminder for tea purchasers to connect with this universal sacredness. I've chosen to orbit this brand identity around the simple but profound question: what lies beyond the stars? Few themes are as central to our deepest scientific and spiritual curiosities, and since tea is a prominent catalyst for intellectual discovery, enlightenment, and creativity, it's an oddly perfect fit.
That's right y'all, space tea!
Discovery
I found various online tea stores and evaluated them based on key qualities such as navigation, user flow, accessibility, tone and brand identity. I visited local tea stores, noticing their layout, examining product labeling systems, and chatting with the tea sellers to learn about their business.
Pain Points
Frozen in Spacetime! The infinite variety and complexity of differences in teas can cause decision paralysis.
Is Anyone Else Out There? People yearn for community and connection with others through their interest in tea.
The Great Unknown… People care and are curious about origins, how they're made, and what makes them special.
I created a sitemap, making sure to cover all user and business requirements. This served as a blueprint for intuitive navigation.
After brainstorming and sketching, I settled on this wireframe for the homepage. It's designed for clarity and responsiveness, while also making a bold first impression for the brand. Here, I took inspiration from one of my favorite video games, Destiny; its easy to use and immersive interface has always stuck with me.
Prototyping & Testing
Making Decisions Easy
Controlling the scope of products to only contain black teas was a challenge, but doing so ensured that testing would more precisely measure the impact of design.
What proved to be most effective for both time taken and customer satisfaction was setting a limit of three products to have in the shop and displaying them one by one.
Fueling Curiosity & Excitement
Each product card includes details about the harvest and brewing tips. with links to blog articles for people to learn even more.
Distinguished, memorable products conjure a mystique and instill brand loyalty; content is written poetically and on-theme, immersing customers in the tea universe.
Crafting Brand Identity
I was inspired by Persian tea, hence the naming; Giti means "the universe".
To enrich my perspective and be faithful to my inspiration, I took a deep dive into Persian tea culture. Online research would certainly not be enough, so I sat at teahouses and restaurants to gain firsthand experience. In addition, I browsed the tea aisles at Persian markets and carefully analyzed the packaging. I brought some home, as well as a few tea time snacks, and attempted to prepare tea Persian style myself. Finally, I explored and collected a wide variety of art and design influences, from teapots to Persian rugs.
Reflection
Standing on Business
To maximize the potential of this design, the business must align its strategy and operations to deliver a cohesive experience. The user experience highlights opportunities for storytelling and product differentiation, with key implications for the supply chain. Ethical, well-documented sourcing that tells a compelling story will be essential, allowing teas to be sold at a premium price and for a limited time. While this approach may challenge long-term consistency in supplier contracts, a rotating selection of products creates opportunities for strategic re-use and seasonal releases.
In terms of product mix, maybe offer a curated selection that represents the most prominent tea types—such as black, green, and herbal teas—alongside limited offerings. This approach reduces choice paralysis, encouraging customers to focus deeply on a handful of teas. It also allows for more meaningful learning and appreciation of each one.
Additionally, there is an opportunity to expand the product offering with expert-curated tea sets. To further immerse customers in the brand world, the business could explore complementary home goods, such as brewing kits, mugs, and teapots. These offerings would enhance the core product while solidifying the brand as a lifestyle experience.