As a new brand for Unilever Food Solutions (UFS), Pure Leaf was looking to launch its first ever-premium tea brand. It’s treated as a separate brand from Lipton and other UFS tea brands. This website is aimed to establish and promote Pure Leaf’s premium tea offerings in Australian and New Zealand. It has an existing presence and stand-alone websites in Europe and North America.

Understanding the market 

From the workshops with the UFS’s marketing and sales team, we got a better understanding of strategy, growth and marketing. The main intent of the website is to establish their brand presence in Australian and New Zealand. The website will be used to create a brand story and will allow direct to the operator and consumer sales. Mainly targeting premium and trendy cafes, as well as 4-5 star hotels.

Wireframes and visual design

I worked with UX on the wireframes and concepts with the brand story in mind. Each page was designed to visually convey the brand and draw attention to their products.

From wireframes, we started on the visual design. Pure Leaf had existing brand assets, which were adopted. We explored two concepts of light and dark themes. Both were elegant and represented the brand well. In the end, we decided with the dark theme as it had a more premium appeal and represented the brand well. From here, we started to build the design system.

Opportunities for further research for a more personalised tea-matching shopping experience.