茶叶. Tea leaves.

CHĀYĒ is a self-initiated packaging project for a fictional premium tea brand rooted in Chinese tea culture. The name is a stylized romanization of 茶叶, the Chinese word for tea leaves, immediately telling you where this comes from and who it's made for, without a single line of marketing copy.

The packaging system works around one central tension: massive, almost typographically aggressive Chinese characters set against organic, amorphous landscape photography, misty mountains, tea gardens, dense forest canopy. The shape acting as an image window isn't a circle or a square. It's something looser and more alive, referencing the natural, unhurried world the tea comes from. Three variants, three landscapes, three teas. Black, white, sage green. Nothing more.

The result is packaging that feels both deeply rooted in its cultural origin and completely contemporary, it doesn't exoticize or explain itself. It just exists.