MÉLI TRA
Vietnamese Tea Reimagined
Project Concept Label
Brand Identity / Packaging Design / Food & Beverage Branding
Project Type
INTRODUCTION
Méli Trà is a Vietnamese tea brand concept inspired by the warmth of Trà Vinh and the playful meaning of the phrase “mê li,” which describes something delightful, beautiful, and hard to resist. For this project, I wanted the brand to feel connected to Vietnamese culture without looking too traditional or old-fashioned. The visual identity combines soft pastel colors, cultural patterns, and a logo inspired by a Vietnamese woman wearing a nón lá. My goal was to create a tea brand that feels fresh, memorable, and welcoming to a younger audience while still carrying a strong sense of heritage.
DESIGNING METHOD
For Méli Trà, I started by looking at Vietnamese tea culture, Trà Vinh’s visual identity, and traditional details that could make the brand feel meaningful. I explored how to bring those cultural elements into a softer and more youthful style through moodboards, sketches, logo studies, color testing, and packaging mockups. My process focused on balancing heritage and freshness, so the final brand could feel modern while still carrying a clear Vietnamese identity.
Every detail was intentional from the use of whitespace the sticky nav behavior The goal wasn’t just to impress — it was to communicate clarity and confidence. The final result was a site that doesn’t just show their work.
FINAL PERFORMANCE
The result of the transformation were immediately visible both in perception and performance studio Vibe reported a 60% increase in client inquiries within the 3 months post-launch. Their social channels saw greater engagements due to the consistent and striking visual language Internally, their team reported a renewed sense of pride and ownership are finally had a brand reflected their passion and ambition. Their pitch decks looked sharper, their proposals more cohesive. The brand now speaks with clarity.
