Insanitea
Creative director
Project typ: Group Execution time:
Brief: To create a koncept idé and product design for a start-up tea company that fits with the name “Insanitea”. The design should offer solutions that are both creative and crazy but also includes the core values: innovative, challenging, passionate and knowledgeable.
Solution: Create a koncept that explores what insanity is and can be and too show that there is a fine line between insanity and to imagen something. I wanted to capture the feeling you get when you are drifting from consciousness to fantasy.
Head in the clouds
Physically, I am here, but the rest of me is somewhere else.
That place is filled with friendly faces and happy greetings. They are not with me to challenge, to oppose me, too criticize. The atmosphere is electrified with pleasant energy. My heart meter is set to “verge of laughter.” Success is not required for acceptance. I can reveal my “rough edges,” and still be welcome. There are no tight muscles in my stomach, no watching my way of speech so as not to offend.
Please, don’t bother me right now. I am somewhere else.
First sketches with designer Nathalie Torpenberg
01. Headless
Currant turmeric with currant turmeric taste
Ingredients: apple bits, carrot bits, turmeric, ginger bits, hibiscus blossoms, rose hip peels, beetroot bits, lemongrass, red currants, raspberries.
Explanation: Headless is lacking good sense or prudence, foolish.
Product ide: Dense, warm and mysterious is the darkness. I’m somewhere else and the urge of leaving vanishes more and more with every sip. All of my headless friends are looking at me with passion and I feel no fear. It’s like my lifeless body is wrapped in a warm and heavy blanket.
02. Woolgatherer
Juniper Lemon natural with juniper lemon taste
Ingredients: apple bits, lemongrass, liquorice root, green tea, blackberry leaves, natural flavouring, orange peels, ginger bits, cinnamon, coriander, juniper peels, rose pepper, cardamom.
Explanation: Woolgatherer is indulge in aimless thoughts or daydreams.
Product ide: The warm and playful wind strokes my legs until it swallows me and it fills me with a comforting feeling. It whispers softly in my ear and together with the grass, it creates a slow melody. The smell of grass is so warm a dry that in any second my breath could set fire to the whole world. I would let the flames devour me and then release me back in the wind together with the fire flakes. Because the edges between me and the world are no existing.
03. Space cadet
Strawberry Guava natural with strawberry guava taste
Ingredients: candied pineapple bits, candied papaya bits, hibiscus blossoms, elderberries, beetroot bits, natural flavouring, strawberry bits, guava bits, vanilla bits.
Explanation: Space cadet is a person regarded as being out of touch with reality.
Product idé: I’m so far away, all the big problems and buildings have transformed into small and happy specs of light. Who could have thought that the darkness was so colorful? Colors of purple, pink and blue are dancing around me, tempting me to join them in its slow swaying movements. The dance is slowly rocking me to sleep and I feel how my weightless body becomes even lighter.
